Sending frequency
Sending frequency is the number of promotional messages a contact receives in a given period. It's a delicate balance: too many messages generate blocks, reports and unsubscribes, too few make the brand forgettable. On WhatsApp the tolerance threshold is lower than in email, because the channel is perceived as personal, and excesses damage the number's quality rating.
There is no universal right frequency: it depends on the value of what you send and the expectations set at signup. A weekly promotion can be welcome to someone who signed up for offers and unbearable to someone who only wanted order tracking. The guiding principle is the promise made at opt-in: the frequency perceived as legitimate is the one announced, and every send should pass the value test for the recipient.
Operationally: set a cap on promotional sends per contact per period, differentiate by segment, because active customers and cold leads have different tolerances, and monitor saturation signals, that is unsubscribes, blocks and read-rate drops after each campaign. When pressure grows, segment more rather than sending to everyone: the same offer sent only to those genuinely in target keeps its perceived value.
SendApp campaigns are scheduled over time and targeted by tag: each segment receives only relevant communications and you can spread the pressure without saturating contacts.
Related terms
Frequently asked questions
From theory to practice
Everything you read in this glossary can be done with SendApp: try it free, no credit card required.