What are recommended sending frequency caps?
Recommended frequency caps vary by email type and relationship. Marketing emails typically cap at daily for high engagement programs, weekly for moderate relationships, or monthly for lighter touches. Transactional emails have no caps since they respond to user actions.
CSA and other certification bodies suggest avoiding more than one promotional email per day to the same recipient. Multiple daily emails risk fatigue filtering where providers deprioritize frequent senders.
Caps should apply per subscriber, not just globally. Someone subscribed to multiple lists from your organization should not receive more messages than a single list subscriber would. Coordinate across lists to respect total volume caps.
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