Frequency capping involves setting automated limits on the number of messages a customer receives within a specific time frame to prevent them from being inundated with excessive or irritating communications. Automation platforms equipped with multi-channel capabilities often feature options to restrict the volume of messages a user receives, either within a single channel, across all channels, or both. These limits can be configured based on various time periods, such as hours, days, weeks, or months.

This practice is particularly crucial because users are prone to uninstalling apps or opting out of push notifications if bombarded with an overwhelming volume of messages. Additionally, they may already be enrolled in multiple campaigns tailored to their interests, location, or current offers based on segmented data. Therefore, implementing a cap on the number of messages they receive is essential to avoid annoyance.

Finding the optimal frequency cap involves analyzing data trends, especially regarding peaks in opt-outs and uninstalls among different customer segments. Understanding the threshold for the number of messages a customer can tolerate from your brand across various channels is vital in determining an appropriate frequency cap.

Although frequency caps provide guidance, they are not absolute restrictions—you can override them to deliver critical or urgent messages to your customers when necessary.