What is a “frequency cap”?

A frequency cap sets maximum email volume per recipient within defined time periods, regardless of how many automations or campaigns would otherwise send:

Common implementations:

Maximum 1 marketing email per day. Maximum 3-5 marketing emails per week. Separate caps for different categories (promotional vs educational).

Why frequency caps matter:

Prevent recipient fatigue and complaint spikes. Protect engagement metrics from volume dilution. Force prioritization of which message is most important. Maintain positive relationship rather than overwhelming recipients.

Implementation considerations:

Transactional emails typically exempt from marketing frequency caps. Urgent or time-sensitive messages may need override capability. Caps should consider all sources: automations, campaigns, and transactional.

Frequency caps recognize that attention is limited. Sending more does not mean recipients receive more value. Often it means they receive less.