Frequency Capping
Frequency capping is an automated limit that controls how many times your users receive messages in a set period, across a campaign, channel, or your whole brand, to prevent annoyance or message fatigue.
For example, if your ecommerce subscribers get more than three emails a day, they may unsubscribe; a daily cap prevents this.
Why use Frequency Capping?
- Frequency capping limits exposure to prevent opt-outs, higher unsubscribe rates, and app uninstalls, thereby reducing the risk of losing subscribers to message fatigue.
- Ensures your outreach stays relevant and welcome, thereby reducing complaints or negative perceptions that arise from over-communication.
- Let’s you test, analyze, and adjust frequency to maximize response rates and deliverability, supporting downstream revenue without audience burnout.
Frequency Capping vs. Send Time Optimization
| Frequency Capping | Send Time Optimization | |
| Autonomy | Rules-based limits per user | Algorithmic timing |
| Context | Per channel, global, or campaign-level | User-level engagement windows |
| Integration | Built into messaging platforms | Native to omnichannel tools |
| Learning | Manual, requires monitoring trends | Learns best send time over time |
| Example | 2 notifications max per day | Message sent at 3pm vs 7pm by user |
FAQs
A common starting point is 2–3 messages per user per day or per channel. Monitor engagement, unsubscribes, and complaints to fine-tune the cap for optimal results without overwhelming your audience. For more on balancing message frequency, see Insider’s guide on omnichannel campaigns.
Yes. Users are more tolerant of messages in certain channels, such as email, compared to SMS or push notifications. Setting channel-specific limits and testing them ensures users remain engaged without feeling spammed.
Absolutely. Most orchestration tools allow overrides for critical alerts like delivery delays or service outages. Overrides should be exceptions and part of carefully mapped marketing automation workflows to maintain trust.
Frequency capping controls exposure by limiting how often users see messages, while suppression lists remove contacts entirely (for unsubscribes, complaints, or compliance). Together, they safeguard deliverability and help refine customer journey orchestration.
