What is frequency capping?

Frequency capping is a feature which limits or restricts the number of times you send a particular information to your users on a given time. That particular information can be the remarketing ads which your users see on the display networks or it can be the browser push notifications that you are sending to your users and many more things that you can send to your users through your website.

Frequency capping in browser push notifications

Frequency capping is a very important feature for browser push notifications. Let us try to understand the same using examples. Say you have a subscriber named John. John has been travelling since last three days and he could not get time to look into his laptop. However, you have sent 2 notifications every day to your subscribers but for John, it has been a total 6 notifications in a queue waiting for him to turn on his laptop and internet. And as soon as he opens his browser to do some work he is flooded with the push notifications. Again, if your chosen browser push notifications service has a setting which lets the notifications disappear after a certain number of seconds, then it’s still better but what if the notification is the interactive type and does not disappear till the time user clicks on it? Won’t it bother the user?

Let us consider another scenario. You have a subscriber Kiara. After careful segmentation, you send three different notifications to the subscribers in each segment. But Kiara due to some reasons falls in all three set of audiences and you happen to send her three notifications at the same time. Wouldn’t she get annoyed by seeing three notifications all of a sudden?

Though, frequency capping is a very small feature but it can make or break your website’s reputation in front of your users. They may even unsubscribe.

There could be various scenarios which can lead to sending multiple notifications to the users at the same time. This is the reason why you must be giving substantial importance to the frequency capping feature.