What is Volume-Based Throttling?
Volume-based throttling is a technique used in
email marketing to control the number of emails sent over a specific period. This helps manage the load on email servers, avoid triggering spam filters, and ensure better
deliverability rates. Essentially, it’s a way to pace the sending of large email campaigns to prevent overwhelming the
recipient’s inbox and the sender’s email infrastructure.
Why is it Important?
Implementing volume-based throttling is crucial for several reasons: Server Load Management: Sending a large volume of emails in a short time can strain your email servers, causing delays or failures in email delivery.
Avoiding Spam Filters: Sending too many emails at once can trigger spam filters, leading to low
inbox placement rates.
Improving Deliverability: Throttling can help maintain a good sender reputation by avoiding sudden spikes in email volume that can be suspicious to ISPs (Internet Service Providers).
How Does it Work?
Volume-based throttling involves setting limits on the number of emails sent per minute, hour, or day. These limits can be adjusted based on factors such as the health of your
email list, the capacity of your email server, and the requirements of your email service provider (ESP). For example, you can configure your system to send 1,000 emails per hour instead of sending 10,000 emails all at once.
Best Practices for Volume-Based Throttling
Segment Your List: Divide your email list into smaller segments to send emails in batches rather than all at once.
Monitor Performance: Regularly check the performance of your email campaigns to identify the optimal sending rate.
Test and Optimize: Continuously test different throttling rates to find the balance that maximizes deliverability and engagement.
Common Questions
How do I determine the right throttling rate?
The optimal throttling rate depends on various factors, including the size of your email list, the health of your email addresses, and your ESP’s guidelines. Start with a conservative rate and gradually increase it while monitoring deliverability metrics such as
bounce rate and open rate.
Can throttling affect my email campaign's effectiveness?
Properly implemented throttling should not negatively impact your campaign's effectiveness. In fact, it can enhance it by ensuring that your emails are more likely to reach the inbox and less likely to be marked as spam.
What tools can help with volume-based throttling?
Many
email marketing platforms and ESPs offer built-in throttling features. Additionally, there are third-party tools and plugins available that can help manage and automate the throttling process.
Conclusion
Volume-based throttling is a vital practice in email marketing, especially for large campaigns. It helps manage server loads, improves deliverability, and maintains sender reputation. By understanding and implementing throttling, you can enhance the overall effectiveness of your
email marketing strategy.