Why Email Frequency Caps Matter
Here's the truth: sometimes less really is more. When you're running a marketing program in HubSpot, it's easy to get caught up in sending emails constantly. But if your contacts are getting bombarded with too many messages, they're going to disengage faster than you can say "unsubscribe."
Setting a send frequency cap is your safeguard against over-emailing. It's how you control the volume of marketing emails humans receive, protecting your sender reputation and keeping your open rates healthy. Think of it as having a coach in your corner who's making sure you're not pushing too hard.
The Key Thing To Remember
Before we dive into the steps, here's what's important: frequency caps only apply to marketing emails. They won't affect one-to-one emails or messages coming from sequences. So you're not restricting your salespeople or your nurture workflows, just your bulk marketing sends.
How To Set A Frequency Cap In HubSpot
Ready to set this up? Follow these steps:
- Log into your HubSpot account and click the gear icon in the top right corner.
- Navigate to settings by scrolling down the left sidebar.
- Find Marketing, then Email in the left-hand menu.
- Click on the Send Frequency tab.
Configuring Your Frequency Cap
Once you're in the Send Frequency tab, here's what you'll see:
- The default setting is "Recipients receive every email."
- You'll want to switch this to "Recipients receive a set number of emails."
Now comes the decision-making part. You'll need to decide how many emails per day (or per week or per month) your contacts should receive. In the example we're walking through, we're setting it to two emails per day. That means no matter what subscription or workflow a contact is part of, they won't receive more than two marketing emails in a 24-hour period.
Setting Your Specific Limit
When you select "Recipients receive a set number of emails," you'll get options to set the maximum frequency. Choose your timeframe (daily is a solid starting point) and enter your number. Two daily is a reasonable default that respects your humans' inboxes without cutting off your communication entirely.
Save Your Settings
Once you've made your choice, click Save. That's it. Your frequency cap is now active across your entire HubSpot account.
Pro Tips For Frequency Caps
Don't just set it and forget it. Think about your business and your audience. If you're in a B2B space with longer sales cycles, maybe two per day is too aggressive. If you're in retail or ecommerce, your humans might expect more frequent communication. Test it out, watch your metrics, and adjust as needed.
The goal here is to find that sweet spot where you're staying top-of-mind without being the reason someone hits unsubscribe. Remember, education is great, but execution is where the magic happens. Get this set up today and watch your engagement improve.
