Campaign Studio

Frequency rule

Email is one the most common mode of communication in marketing. Therefore, it is quite possible that your recipients get worn out by too many emails, specifically when a single company sends out multiple emails.

To ensure that your company does not spam your recipients mailbox, you can use Campaign Studio’s default frequency rule. This is also known as the fatigue rule. This limits the number of emails that you can send to an individual contact over a period.

Applying the default rule

To set up the default frequency rule:

  1. Log in to Campaign Studio.

  2. Click Settings > Configuration > Email Settings.

  3. Locate the Default Frequency Rule section.

  4. In Do not contact more than, set the maximum number of marketing emails that a contact can receive in a set time period.

    Transactional messages do not count towards this limit.

  5. In each, set the time period that you want to use for the frequency rule.

    Available options are day, week, and month.

Most of the brands send emails to their customers every day. While there may be value in sending frequent emails, brands need to exercise caution and hence, implement a rule that allows them to send only a specified number of emails on a given day. This ensures that the brand value is not diluted.

Applying frequency for individual contacts

Brands may want to set custom frequency for individual users. For example, certain brands might want to send 100 emails per day to all but five users. In such a case, different frequencies can be set for the five users.

To set up frequency for an individual contact:

  1. Log in to Campaign Studio.

  2. In the left navigation pane, click Contacts.

  3. Select the contact for which you want to apply custom frequency.

  4. Click Preferences.

  5. On the Channels tab, specify the number of messages and the frequency interval for such messages. You can also select your preferred channel for communication with the contact. For example, Email or Text Message.


    If you want the system to ignore custom configuration for a specific time period, select the time range in Pause from.

Message count and queue

Campaign Studio does not apply the frequency rules on all the emails. The types of emails that do count towards the limit and are queued if the limit is reached are:

  • Any segment emails. For more information, see segment emails.

  • Emails marked as Marketing in campaign actions. For more information, see campaign actions.

The types of emails that do not count towards the limit are:

  • Any send email to user actions (campaigns, form submit action, point trigger)

  • Emails marked as Transactional in campaign actions. For more information, see campaign actions.

  • Emails sent using the marketing messages feature. For more information, see marketing messages.

  • Form submit action

Once the frequency limit is met, any additional marketing emails to a contact are queued. Those messages are rescheduled, using the time period set in the frequency rule as the delay.

For example, if the frequency rule is set to one per day and a contact has already received a marketing email, the next email within the same 24 hour period is rescheduled for one day later. If the limit is five per week and a sixth is sent to a contact, the sixth email is rescheduled for one week later.

If the frequency limit has again been met at the rescheduled time, Campaign Studio continues to reschedule and attempt to send the email using the frequency interval.

While defining campaign action for marketing emails, you can set the number of attempts. If the message is not delivered within the set number of attempts, the message is marked as failed.