Frequency capping

Frequency capping limits how many messages one person can receive in a given period, either per channel or across all of them. Without it, campaign teams working in parallel stack sends on the same engaged minority, driving unsubscribes and spam complaints that damage deliverability for everyone else. Good caps are tiered by engagement rather than flat, and usually exempt transactional and service messages. Decide in advance which message wins when a cap forces a choice.