A frequency cap is a setting that can be enabled to control the maximum number of messages a single email address can receive in a set timeframe. The timeframe can be configured for a maximum number of messages per day or per week.
💡 Frequency Cap allows you to limit the number of message your contacts receive therefore reducing the potential email fatigue experienced by these contacts.
Things to Consider
As you consider creating a frequency cap, here are a few things to keep in mind.
Frequency cap will evaluate the number of messages a contact receives regardless of list (if multiple are selected) and will not prioritize specific messages or message types.
⚠️ If you would like to prioritize specific messages (e.g. not sending a marketing message if a contact received an abandonment message) consider utilizing a last send date filter, which can specify a specific list.
A specific email list (e.g. Master List, Abandonment) can only be applied to one frequency cap rule.
A frequency cap can be paused for a specific message or for a timeframe (e.g. Black Friday through Cyber Monday)
Conversation and Journey messages are counted toward the frequency cap limit.
Frequency cap rules do not apply to transactional, marketing split tests, and system-based messages.
You must have Admin-level access to configure frequency cap rules. Learn more about Listrak's permissions here.
Configuring a Frequency Cap
Navigate to Settings > Email Settings Frequency Cap Rules.
Click New Rule.
Enter a Rule Name.
💡 To differentiate across domains, consider uniquely naming the rule to match the configured domain. Organizing rules this way prevents delivery across domains from impacting frequency of messages sent to contacts subscribed to multiple domains.
Select your list(s).
⚠️ Multiple lists may be selected, however a list can only be assigned to one rule.
Enter a maximum number of messages.
Select a time frame (day/week).
💡 30 days is calculated as one month and is the maximum day configuration. When selecting week, please select Sunday or Monday to align with your marketing calendar.
Click Save.
Contacts will now only receive the selected number of messages per day or week. Messages are counted based on date and time the message was sent. Any messages sent in the selected timeframe after a user meets their cap will be skipped an not be delivered to that user.
Overriding a Frequency Cap for a Specific Message
The frequency cap can be overridden for a specific message on the creation page. Overriding the frequency cap when creating a message allows you to prioritize certain types of messages.
📌 For example, you may prefer your first Shopping Cart Abandonment message to always be sent, whereas the second SCA message may be okay to be enforced by the cap. Ensure the first SCA message is delivered to your contacts by overriding at the message level.
💡 This can be done before committing a message to a Conversation or Journey or adjusted at a later date.
The instructions below assume you are editing a previously saved message.
In the list menu, select the List your email is saved on, such as Master List.
Navigate to Messages > Email View Saved Email.
Find the specific email.
Navigate to the Advanced Message Settings.
Check the box to Override frequency cap.
Click Save.
Pausing a Frequency Cap for a Date Range
If you will sending a large number of messages, for example during a critical sale or promotional period, such as the holiday season, you may not want to over ride every message individually. Using the pause feature you can allow a contact to receive any message they are eligible for during a specific timeframe, regardless of the frequency cap.
To set a pause timeframe:
Navigate to Settings > Email Settings Frequency Cap Rules.
Click on the name of the rule you wish to edit.
Toggle on the pause function in the status section.
Use the calendar to select the specific date range.
Click Save.
All messages will now deliver to the lists selected in the frequency cap rule during the selected date range.
Frequency Cap Use Cases
There are many different ways that frequency caps have been applied across Listrak clients. Below are some of the different ways it has bene used.
Master List Only Frequency Cap: This type of cap sets a limit for the number of emails from the Master List or other list that sends broadcast messages. The goal is to limit the number of messages (usually per day) that could be received if a contact may fit multiple email filter criteria.
Automated Campaign Only Frequency Cap: This type of cap includes lists that send automated campaigns with the exception of the Welcome Series by selecting any list sending messages in Listrak Conductor or tied to a journey in Journey Hub. The goal is to limit the number of messages based on a contact's behavior on your site, such as cart abandonment, price drop alerts, and post purchase nurture campaigns.