What’s the Optimal Frequency for Nurture Campaigns?
Start with a weekly baseline, accelerate to 2–3 touches/week for short bursts when intent surges, and cool down disengaged contacts—while enforcing global caps and proving lift in meetings, SQLs, and pipeline inside HubSpot.
Use intent- and engagement-based pacing: (1) Baseline 1 email/week for most nurtures; (2) Boost to 2–3/week for 10–14 days after high-intent actions (pricing views, demo content); (3) Cooldown to biweekly or monthly when signals fade. Enforce global caps (max 1 nurture/day, 3–4 total marketing emails/week), honor quiet hours/time zones, and measure cadence vs. outcomes (form completion, meetings, SQL rate, pipeline).
Nurture Frequency Plays
Operationalize Cadence in HubSpot
1) Set guardrails. Use Marketing Email subscription types, add a Max Weekly Sends property (default 4), and a Last Marketing Send timestamp. Build a master Suppression List honoring caps, quiet hours, and fatigue score.
2) Build adaptive workflows. Use If/Then branches: shorten delays after clicks/visits to pricing; lengthen after 0 engagement; auto-pause when Lifecycle = SQL/Opportunity or Meeting Booked. Re-enroll on new intent events.
3) Create a fatigue score. (+1 per send last 7d, −1 per open, −2 per click, +3 per unsubscribe/complaint). Suppress when score ≥ threshold; decay score weekly to allow re-entry.
4) Test and learn. Duplicate nurtures varying only interval (e.g., 3 vs. 7 days). Track Form CVR, Demo bookings, SQL rate, Unsubscribe rate. Choose the fastest cadence that keeps negatives flat.
5) Attribute impact. Group nurture assets into a HubSpot Campaign. Build dashboards for meetings, SQLs, opportunities by cadence cohort and by segment (ICP tier, industry, buying stage).
30-Day Nurture Cadence Optimization Sprint
- Days 1–5: Audit current sends/week by segment; implement global caps, quiet hours, and fatigue score; tag nurtures to a Campaign.
- Days 6–12: Launch A/B cadence test (3 vs. 7-day delays) on a single high-traffic nurture; add adaptive branches for intent surges.
- Days 13–21: Read interim metrics (CVR, unsub, complaints, meetings). Roll back any variant raising negatives >20%.
- Days 22–30: Promote winning interval to all nurtures; document segment-specific baselines; publish dashboard tracking cadence → pipeline.
Frequently Asked Questions
Make Your Nurture Cadence Work Harder
We’ll implement adaptive pacing, frequency caps, and cohort dashboards in HubSpot—so you email just enough to boost pipeline, not fatigue it.
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