How does Frequency Capping works in NotifyVisitors dashboard.

  • Created : Dec, 12, 2019
  • Last Updated : Aug, 14, 2022

User engagement is as valuable and as important in a marketing strategy as evaluating your efforts towards it. Sometimes marketers do overboard their users with mass campaigns. As a result users either ignore them or mark them as spam. In such a situation what must a marketer do?

He must equip a tool which allows him to keep a check on the campaigns he sends to the users. Also, it can also determine the time gap between the campaigns or messages. Frequency capping is one such campaign management tool which ticks all the checkboxes of above requirements. It lets you adjust the flow of your marketing strategy.

Let’s see how Frequency Capping works in NotifyVisitors Panel :

No matter what campaigns ( Push,Email and SMS) you are sending to the users. Frequency capping can be applied to all of them. Messages are sent to the users on the context of their behaviour and also on the targeted nature of the channels.frequency capping

Note : You can choose to select frequency capping for your push campaigns by simply editing the advanced options while creating a push notification. See in the above image.

  • You can set a limit to the number of campaigns you want to send to your users in a day, week or month. 

How can you calculate the time period :

  • Calculate a day : A day is defined from 12:00 AM to 11:59 PM. It specifies that you can reset the frequency capping for all your users at 12:00 a.m.
  • Calculate a week : A week is defined as 12:00 AM Sunday to 11:59 PM Saturday. This means you can reset the weekly frequency capping at 12:00 AM every sunday.
  • Calculate a month : A month is defined as 12:00 AM on first day of the month to 11:59 PM of the last day of the month. You can reset the monthly cap at 12:00 AM on the first day of each month.

 Note : The above stated durations are calculated in real time for every user. It determines that the frequency capping settings is to be applied to all the users in the context of their time zones.

How can you set the frequency capping for each specific channel and when all channels are combined or for both : 

Case 1 :First of all, let’s take the case of setting frequency capping channel-wise :

Let’s say you have set the upper limit of sending campaigns to the users for each channel in these parameters :

  • Push : 3
  • SMS : 3
  • Email : 2

Over all, your users will be going to receive 8 messages in a day which will exclude in-app and on-site notifications.

Frequency capping

Case 2 : When you set frequency cap for all the channels combined :

Let’s say you have set the limit of 12 messages per week for all the channels combined.

It means the users will receive only the first 12 messages which are sent through the push, email or sms mediums or channels within a specific week.

The first 12 messages can have the following possibilities: 

Either the user will receive :  

  • 12 push notifications.
  • 12 sms
  • 12 email
  • They can also receive a combination of 5 push notifications,3 sms, 4 emails.

Case 3 : When you set a cap for both the scenarios. i.e. for each channel and for all channels combined.

Let’s say you set an upper limit of 5 messages per day for each channel and 8 messages for all the channels. 

This means your users will receive 8 messages from any of the channels. i.e. Push,Web or SMS. Also, he will receive a maximum of 5 messages from each channel in a day.

Note : If the message frequency set for each channel doesn’t equalize the message frequency of all the channels combined. The rest of the messages will be queued and their delivery will be delayed.

Frequency Capping

As seen in the above image, if you have set a frequency of 5 messages for each channel then only the frequency set in for all channels combined will be sent to the user and the rest will be queued for later on.

How can you determine a time gap between the successive messages :

Sending messages through multiple channels abruptly without determining a time interval between them can lead to spamming. In order to avoid the scenario, its vital to ensure a time gap between the messages that are sent to the users.

  • First of all, You can determine the time period in minutes and hours according to your marketing strategy.
  • Secondly, You can set the time interval for specific channel and all the channels combined. When set for both scenarios, the level with the higher duration will overboard the other settings.

Let’s take an example of a use case :

Case : Let’s say you have set a time gap of 30 minutes for email and push campaigns. At the same time you have set a time gap of 1 hour for all the channels. In such a case, the time set for all the channels will override the time specified in email and push campaigns.

It specifies the email and push messages will also be sent after the duration of one hour.

Frequency capping

  • While sending push messages, you have the option of sending smart and general push campaigns as seen in the below image

      a.  General push : Can be send to all the users.

      b.  Smart push : Can be send to a specific slot of users on the basis of geographical and  demographical factors.

Frequency Capping


How to disable frequency capping for a campaign :
  • In case you have an important message lined up, you can choose to ignore the whole idea of capping. Also, you can ignore to specify a time-interval while creating campaign.


.Frequency capping

 Note : This will apply to all the campaigns., push or sms.

  • The user will receive the message no matter if his daily or monthly cap has been finished.

Let’s see how disabling capping will affect the calculation of upper limit of campaigns :

Case : Let’s assume you have set frequency capping of 10 messages for all the channels combined. On the other side, you need to send few messages due to the urgency of their nature. Therefore you ignored the frequency capping for these messages( let’s say 5 messages). And you send total of 11 messages at the end of the day through various channels.

The 11th message will not be sent to the user as the upper limit for the day is only 10. But as you have disabled the frequency capping for 5 messages, the total no. of campaigns for analyzing the capping will be 11-5 i.e. 6.

Impact of transactional campaigns on frequency capping

Transactional campaigns such are triggered to the users if a specific scenario occurs. Therefore there are no hard and fast rules applied while sending them. You have to deliver them as soon as the scenario occurs. No matter what count of messages a user has received previously. You must not define any kind of frequency capping or time-interval rules to them.

Also, remember to be careful about the number of transactional messages you will be sending to the users while defining their frequency capping. It will enable the smooth flow of communication. 

How to apply frequency capping to a journey 

Usually journey campaigns are sent to the user on the basis of conditions defined while creating a journey. Therefore the settings of frequency capping and time interval must be applied to the whole journey.

You cannot ignore one journey campaign while applying the rules to the others. Let’s see some of the important factors while defining frequency capping to the journey campaigns.

  • Due to the fact that journey campaigns are triggered to the users when they are active on your site or app. Therefore frequency capping and time interval rule will be applied to all the email, push and sms campaigns,.
  • Also, you have an option to enable or disable the frequency capping for all the campaigns altogether.

Frequency campaign enables to sort out the count of your messages you will be sending to the users. Notify Visitors allow you to set the frequency capping for each of your channel or for all channels combined.

The aim is to dissolve the chaos of sending innumerable campaigns to the users. Therefore, by defining the frequency capping rule you can have a hassle-free communication flow with your users.