Today: two caps instead of one

Today: two caps instead of one

Frequency capping limits notifications per person per day. Beginners pick one number for everyone. One buyer realized that's a blunt tool.

He split his audience by freshness and gave each a different cap:
— Fresh subscribers (under 7 days): cap of 2 per day — they're curious and tolerant.
— Older subscribers: cap of 1 every other day — they tire fast.

The idea: don't burn out your best people by treating them like your worst. After two weeks, his overall unsubscribe rate fell from 7% to 4%, and fresh subscribers stayed active longer.

Think of it like watering plants — seedlings and old trees don't need the same amount.

Try this: imagine just two groups in your audience and what each could comfortably handle. You don't have to build it today — picturing it is enough. Thoughtful work.