How do frequency spikes from automation affect reputation?

Sudden volume spikes from automation trigger deliverability problems:

ISP scrutiny:

Mailbox providers expect consistent sending patterns. Dramatic spikes suggest list purchases, compromised accounts, or spam behavior. Even legitimate spikes face increased filtering scrutiny.

Throttling and deferrals:

ISPs throttle senders exceeding normal volumes. Emails get deferred, delaying time-sensitive automations. Extreme spikes may trigger temporary blocks.

Reputation recalibration:

Spikes that generate low engagement or complaints shift reputation negatively. Recovery takes time and consistent positive signals.

Causes of automation spikes:

Event-triggered automation after large events (sale, product launch). Catch-up sends after technical issues resolved. Segment-based automation reaching many recipients simultaneously.

Prevention:

Spread large sends over time. Plan for events that trigger high automation volume. Monitor and set alerts for unusual volume patterns.

Steady seas make for better sailing. Consistent volume patterns build trust with mailbox providers.