Implementation worksheet · 2 min read
A cross-channel frequency cap policy worksheet
A cross-channel frequency policy defines who is counted, which messages count, the time window, priority rules and exceptions. Evaluate the policy before an action is dispatched, and record the reason when a message is suppressed. Separate essential service messages from promotional contact using an explicit reviewed policy.
A customer can receive messages from several campaigns that look reasonable in isolation. A shared policy makes the combined experience reviewable. This worksheet describes an operational design; it does not prescribe legal consent requirements or claim that every channel can be controlled through one vendor.
Put it into practice
1. Choose the identity boundary
Decide whether the cap applies to a person, account or both. Document how email addresses, device identifiers and CRM records map to that identity. Unresolved identities can bypass a cap unintentionally.
2. Define the counting rule
Specify channels, message categories and whether attempted, delivered or displayed messages count. State whether the window is rolling or calendar-based and which timezone governs it. Do not leave these choices implicit.
3. Set priorities and exceptions
Give overlapping campaigns a deterministic priority rule. Identify which service messages have separately reviewed treatment. Require an owner and reason for exceptions rather than letting every campaign declare itself urgent.
4. Handle concurrent decisions
Test two workflows deciding at the same time. A shared counter read without a reservation or atomic update can allow both sends through. Define what happens when a reserved action later fails.
5. Audit suppression outcomes
Log the proposed action, cap state, selected outcome and reason. Review both over-contact and excessive suppression. A cap that blocks useful help indefinitely is also a product problem.
Frequency policy worksheet
Copy this structure into your review document and record your observed result for each row.
| Decision | Options to resolve | Evidence |
|---|---|---|
| Identity | Person / account / both | Mapping rule |
| Window | Rolling / calendar | Timezone definition |
| Count | Attempt / delivery / display | Event contract |
| Priority | Campaign ordering | Conflict example |
| Exception | Reviewed message category | Owner and rationale |
A failure worth checking
Separate email and in-app counters may each stay within their limits while the combined experience overwhelms the customer. Test a timeline containing all governed channels and explicitly list channels outside the policy's control.
Common questions
What is the right number of messages?
There is no universal number. Choose a starting policy based on message value and customer expectations, then evaluate outcomes and complaints.
Should a failed send consume the cap?
Decide this in the counting contract. The answer affects retries and concurrent workflows, so it must be consistent across implementations.
Basis and scope
This is a proposed implementation method using illustrative examples, not a measured benchmark or a customer case study. Prepared with AI assistance. Validate product-specific behavior against current documentation and your own test environment.