Protect the list
from your own calendar.
Layered, prioritized limits on how often a contact hears from you.
Fatigue is a deliverability problem before it is a marketing one.
Nobody plans to over-mail. It happens because a campaign, a lifecycle automation, and a product announcement each look reasonable in isolation, and no single system counts the total. The complaint rate arrives before the realization does.
Frequency caps are enforced across every send path — campaigns and automations alike — as layered rules per brand, topic, and message class, resolved by priority. Automation cannot override them.
Frequency caps, in detail.
Layered rules
Define caps at brand level, narrow them per topic, and separate them by message class. The most specific applicable rule governs.
Priority resolution
Each cap carries a priority, so overlapping rules resolve deterministically instead of by whichever was created last.
Rolling windows
A cap is a maximum number of messages within a window type and count — a week, a month, or whatever cadence your audience tolerates.
Class-aware
Caps apply to marketing mail. Transactional messages — receipts, password resets, order updates — are a separate class and are not throttled.
Automations respect them
Workflow send steps evaluate the same caps. A journey cannot quietly exceed the limit a campaign would have honored.
Visible suppression reasons
When a cap withholds a message, the per-recipient record says so — you can see exactly why someone did not receive a send.
A cap definition.
Small enough to reason about, specific enough to trust.
- message_class
- marketing or transactional
- window_type
- The unit of the rolling window
- window_count
- How many of those units the window spans
- max_messages
- The maximum sends allowed within the window
- priority
- Resolution order when multiple caps apply
- Scope
- Brand, optionally narrowed to a single subscription topic
Bring your provider.
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