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email throttling

What is email throttling?

The term “email throttling” refers to the practice of regulating and controlling the amount and speed at which emails are sent.

This is done to prevent email systems from flagging the message as spam or not accepting delivery.

This technique consists of distributing the number of emails sent over time rather than sending them all at once.

Relevant historical data

The concept of email throttling emerged as a response to the rigid policies of Internet Service Providers (ISPs) and email platforms.

With the rise of email marketing in the 1990s and early 2000s, ISPs began to implement more sophisticated filters to combat spam.

This led to the need for smarter strategies on the part of marketers to ensure the effective delivery of their campaigns.

Key considerations

A crucial consideration in email throttling is to understand the sender’s reputation and the sending limits set by different ISPs.

Sending large quantities of emails can damage the sender’s reputation if the campaign is not planned carefully.

This, in turn, will affect the delivery rate.

In addition, it is important to consider the diversity of time zones and the ideal sending times for different audience segments.

Why it is important, advantages

The importance of email throttling lies in its ability to significantly improve email delivery rates and open rates.

By avoiding spikes in activity that could trigger spam alerts, you could create more effective email marketing campaigns.

In addition, this technique allows marketers to analyze and respond to user interaction data more efficiently, adjusting their strategies in real time.

In Mailrelay’s case, email throttling is done automatically, so you don’t have to worry about anything.

However, if you need more information about this, don’t hesitate to contact us.


In conclusion, email throttling is an essential technique in the arsenal of any email marketer.

By balancing the number of emails sent and distributing them strategically over time, marketers can improve delivery rates.

As a result, the sender’s reputation and, ultimately, the success of their marketing campaigns.

This practice is not only a response to ISP policies, but also an evolution towards a more measured and effective email marketing approach.