Feature Guide: Understanding Frequency Capping
Managing user fatigue is a real challenge for marketers who want to utilize cross-channel marketing for brand growth. Sending too many or too few messages across different channels can lead to user disengagement for different reasons, and finding the sweet spot between them always remains a conundrum.
But here's a simple solution: Frequency Capping. As a leading cross-channel CRM marketing automation platform, we've developed a message frequency-capping feature to help marketers maintain optimal communication frequency when interacting with their audiences.
In this article, we’ll explain the details of Frequency Capping and use case studies to show how our clients have benefited from using the feature in their marketing campaigns.
What's Frequency Capping?
Frequency Capping is a feature of marketing automation platforms that helps you manage how often messages are sent across various channels, preventing users from feeling overwhelmed by too much communication.
This feature is key to improving user engagement and trust, as it ensures that brands send fewer but more relevant messages. This prevents users from feeling bombarded, which can lead to frustration or disengagement.
FlareLane’s Frequency Capping takes this a step further by offering a customizable, cross-channel approach, allowing you to set specific limits per marketing campaign that's already in progress or about to go live. To configure the setting, simply log into FlareLane > scroll down to Frequency Capping > change the setting > and then click on Save. Here's an example:
Once you've sent messages, you can check their status in the Sent Messages section. It will indicate how many messages you've sent, how many times they've been clicked by users, and whether they've reached the capping limits. Here's an example:
You can also set up Frequency Capping when designing a customer journey. The advantage of configuring it during journey development is that you can visualize each phase in real-time, giving you a clear picture of how often messages are sent and ensuring the flow is optimized for user engagement. By analyzing the journey map on-screen, you can make adjustments as needed to avoid overwhelming users at any stage.
For example, if users based in India tend to opt in to push notifications more often than those in the UK, you can experiment by ignoring frequency capping for the former while keeping it for the latter to maximize the performance of your marketing campaign. You can simply turn it on/off by ticking the box when creating the customer journey as below:
Client Success Stories
In this section, we'll highlight how our clients have leveraged Frequency Capping along with other marketing automation features to drive significant brand growth and improve customer engagement:
Case A - Solving message overload: How a B2B media brand enhanced campaign efficiency with Frequency Capping
Our client, a company in the B2B media industry, faced a challenge in optimizing their display marketing campaigns. However, they realized that without precise control over the number of messages sent to each user, they risked either overwhelming potential leads or missing out on conversion opportunities, which impacted their campaign efficiency.
To solve this issue, they implemented FlareLane’s Frequency Capping feature. Using FlareLane's real-time performance dashboard, they analyzed user behavior across different publishers and identified the optimal number of messages each user should receive. With this data-driven insight, they adjusted their message frequency settings, leading to a 20% improvement in ROI for their digital campaigns.
Case B - Managing surging traffic: How a B2C skincare brand optimized promotions during peak periods with Frequency Capping
Our client, an international B2C skincare and beauty brand targeting young customers in their 20s and 30s, encountered a challenge during the 2022 Boxing Day and Black Friday promotions. As their international market presence grew, user traffic surged, and the likelihood of purchases increased.
However, with this growth came the realization that their current messaging settings were not optimized for the heightened demand. They needed to adjust their strategy to avoid overwhelming their customers while maximizing conversions.
To address this, they leveraged FlareLane’s Frequency Capping feature, which allowed them to fine-tune their messaging. Previously, they had been using pre-built templates for customer journey management, determining that three messages per day with a three-hour delay between each was optimal. For the promotional period, they removed the frequency cap and delays, enabling a more dynamic approach. As a result, they saw a 30% increase in conversion rates compared to the same period in 2022.
Final Thoughts
Frequency Capping provides a solution to effectively control message overload. By setting the right limits based on user behavior analysis, you can ensure that your audience feels valued and respected.
FlareLane is a cross-channel customer engagement platform that features a comprehensive solution for enhancing customer interaction and engagement. With in-app messaging, push notifications, advanced analytics, real-time communication tools, and personalized marketing strategies, we can help you create meaningful and lasting customer relationships.
For more information on our Frequency Capping feature and other cross-channel messaging tools, visit our Cross-Channel Messaging Guide here.
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