CATEGORY: CampaignsDeliverability

Campaigns - Send speed/throttling

Our Send Speed feature gives you the ability to control the speed at which your email campaigns are sent out. By choosing how many emails are delivered per hour, campaigns are spread out over time based on the size of the audience, rather than being sent all at once. 

Send speed/throttling use cases 

Optimising send times 

Send Speed can be used to better understand when audiences are most likely to engage with emails. By spreading delivery across several hours, you can track how open rates and click-through rates vary throughout the day. 

For example, sending a campaign to 8,000 contacts at a rate of 1,000 per hour from 9:00am to 5:00pm allows you to observe engagement patterns at different times. Over time, this can help identify the most effective sending windows and improve future campaign scheduling. However, it is important to note that recipients may open or click emails later than when they were sent. 

Managing the flow of responses 

For campaigns that are designed to generate direct responses, Send Speed helps prevent teams from becoming overwhelmed. Sending a large volume of emails all at once can create a sudden spike in replies, which may be difficult to manage, particularly for smaller teams. 

By limiting the number of emails sent per hour, responses are spread out more evenly over time. This is especially useful when campaigns include calls to action (CTAs) that require manual follow-up, as it allows teams to handle enquiries in more manageable stages rather than all at once. 

Assisting with deliverability 

Restricting the number of emails sent per hour is optional, but it becomes particularly valuable for larger campaigns. Sending all emails simultaneously can create sudden spikes in sending activity, which may raise concerns with Internet Service Providers (ISPs) and spam filters. 

Using Send Speed (or throttling) helps to avoid these spikes by distributing emails more gradually. This reduces the likelihood of emails being delayed or filtered, improving overall deliverability and ensuring messages reach recipients more reliably. 

 

How to setup send speed on your e-shot campaigns 

You can set Send Speed in the Advanced section when setting up your campaign. 

Steps: 

1. Click into your Campaign 

 

2. Go to the Advanced tab 

3. Scroll down to ‘Send speed/throttling’ 

4. Tick “Control send speed?” to enable the feature 

 

5. Enter how many emails you want to send per hour (e.g. 10,000) 

Once set, e-shot will automatically send your emails at the chosen rate instead of all at once. See the example below, for an audience size of 150, we are sending 50 emails an hour which e-shot is telling you will take an estimated time of 3 hours to complete all of the campaign sends. 

You can also ensure your send speed is set correctly under the campaign summary on the right-hand side of the campaign setup screen.