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Automation

Frequency Capping

Limiting the number of emails a subscriber receives within a given time period to prevent fatigue.

Definition

Frequency capping is a rule or system that limits how many emails a subscriber can receive within a specified time period. This prevents any single subscriber from being overwhelmed by too many messages, even when they qualify for multiple automated campaigns or segments. Frequency caps help maintain engagement by preventing email fatigue.

Why It Matters

Without frequency caps, engaged subscribers might receive overwhelming email volumes. Someone subscribed to multiple lists, in several automation sequences, and meeting criteria for promotional campaigns could get dozens of emails weekly. Caps ensure a consistent, manageable experience that maintains long-term engagement.

How It Works

You set rules like 'maximum 3 emails per week per subscriber' or 'at least 24 hours between emails'. The email platform tracks sends per subscriber and holds or skips emails that exceed caps. Priority rules determine which emails send when caps are reached.

Best Practices

  • 1Set global frequency caps across all campaigns and automations
  • 2Exclude transactional emails from marketing frequency caps
  • 3Prioritize which emails send when caps are reached
  • 4Monitor if caps are frequently reached (may indicate targeting overlap)
  • 5Allow high-value triggered emails to bypass caps selectively

Frequently Asked Questions

It varies by business, but 3-5 marketing emails per week is common. Some audiences tolerate daily emails; others prefer weekly. Monitor engagement as you set caps. Transactional emails should be excluded from marketing caps.

Often yes. Triggered emails (cart abandonment, welcome) are high-value and should often send. Bulk promotional campaigns might be first to skip when caps are reached. Set up priority hierarchies for different email types.