Before we understand what’s Salesforce Marketing Cloud Send Throttling feature, we should know Why we should use Send Throttling?
One of the common use case for Send Throttling is to control the traffic from your email or sms communications CTA (Call to Action).
Most of the Email or SMS communications will have a CTA to either call or complete an online form or visit an app or webpage.
Let’s think about a scenario where you have to send emails to 100,000 customers about a brand new exclusive offer and CTA is to Call your toll free number. If you send the email in one shot and most of your customers calling your customer care as soon as they receive email. Its gonna be chaos in call center, there will be a huge waiting time to attend all your customers or in worst case scenario, your telephony systems may face issues in handling the huge traffic and it may be down.
If we have to avoid scenarios like above, we can use Salesforce Marketing Cloud Send Throttling feature.
What is Send Throttling?
Send Throttling is a feature available in Salesforce Marketing Cloud which allows you to control the number of email or sms send within a time period.
This feature will send emails or sms during the time range which you specify every day, starting the day you send email or sms, till all your emails or sms are sent.
You have to define below options for sending email or sms using Send Throttling feature.
- Delivery Window – The range of hours between which you would like to send emails or sms to your subscribers.
- Hourly Threshold – Maximum number of emails or sms which can be send within an hour.
Send Throttling in Email Studio
Send Throttling in Mobile Connect
Let’s take a scenario where you have to send 100,000 emails and you schedule to send 5000 emails per hour from 10.00 AM to 8.00 PM using Send Throttling feature.
Day 1 – 5000 emails per hour will be sent from 10.00 AM to 8.00 PM. Total of 50,000 emails will be send on Day 1 out of 100,000
Day 2 – Send throttling feature will resume sending 5000 emails per hour from 10.00 AM to 8.00 PM. Total of 50,000 emails will be send on Day 2.
So this feature will complete sending your total 100,000 emails in 2 days by sending 5000 emails per hour.
How to activate Send Throttling?
Most of the time Send Throttling is not enabled by default in your Salesforce Marketing Cloud org. If you dont see the option, please log a case with Marketing Cloud support team to enable the same. Within a day it will be turned on and you can use it.
Is your organization using Salesforce Marketing Cloud Send Throttling Feature?