Email throttling is merely a question of controlling the speed at which your emails are sent. Throttling stops your emails from hitting the ‘too many at once‘ button. Rather than pushing a massive volume of messages through at one time – which can harm your sender’s reputation – throttling enables you to push through a consistent, managed flow.
Burst sending is the reverse: sending emails all at once, which often spikes bounce rates and deliverability issues.
Throttling the spam rates
- Throttled sending can reduce spam complaints by up to 20%.
- Companies that maximize email sending speed will likely see a 25% boost in deliverability rates.
- Deliberate email deployment can increase the opening rate by 20%.
- Experts predict that in 2025, improved throttling behavior combined with more advanced monitoring will expand campaign performance by another 15%.
Building trust with expert advice
Just as a great DJ builds trust by reading the room and delivering consistent vibes, throttling helps you establish that sweet spot in your email frequency that shows your subscribers you respect their inbox space. It’s the difference between being that trusted weekly newsletter they look forward to versus becoming the overeager sender who makes them reach for the unsubscribe button.
Using Dave’s expert lens, imagine conducting an orchestra where each email is a musical note that needs to be played at just the right moment. Drawing from his extensive digital marketing playbook, Dave shows us that throttling your emails isn’t just about tapping the brakes – it’s about orchestrating a symphony of perfectly-timed touchpoints that keep your audience engaged.
His battle-tested experience reveals that just like a masterful conductor who knows exactly when to bring in each instrument, the art of email timing can make the difference between creating a memorable performance that builds lasting trust, versus hitting all the wrong notes with your audience.
Companies that are pacing themselves
A tech company solved email deliverability problems using throttling. The company faced issues with emails being flagged as spam because of a high-volume sending strategy. They staggered their outgoing emails – essentially throttling the send rate – and the company managed to reduce the volume on their servers and avoid triggering spam filters.
This change led to a measurable increase in inbox placement and engagement, proving that an email campaign with the right pace can significantly enhance performance.
Another example is an e-commerce business that rewrote its email campaign using the throttling process. With high bounce rates and deliverability issues at stake, the company segregated its mailing list and controlled how frequently messages were sent. Its restrained pacing prevented its emails from inundating ISPs and triggering spam filters, resulting in a 15% boost in open rates and a noticeable reduction in bounce rates.
Turning the chaos into connection
Challenge:
One of the most considerable challenges is balancing sending emails too slowly and overwhelming your system. If you are too slow, you miss a timely engagement and trigger spam filters too quickly.
Resolution:
- Change your send rate based on actual performance metrics and split your lists to send bursts to smaller segments.
- Use monitoring tools to check deliverability and be prepared to adjust settings to keep the ideal pace without compromising timely delivery.
The playbook on email throttling
- Set your best send rate based on historical campaign performance.
- Use segmentation to manage big lists in bite-sized pieces.
- Monitor your metrics in real time to catch issues before they occur.
- Test and adjust your throttling settings frequently.
- Use throttling in your CRM for convenient scheduling.
- Train your staff to know and maximize send rates.
- Stay up-to-date with best practices and industry news.
