How to optimize your flow sending frequency

You will learn

Learn best practices on gradually sending multiple flow messages to subscribers. The key is to send messages to your subscribers often enough to keep them engaged, while spacing out your sends to prevent recipients from getting overwhelmed.

Recommended sending frequency

The chart below shows recommended sending frequencies for common flow types. These recommendations are based on what we have found works best for the average brand.

Use A/B testing to determine frequency

Although we recommend starting out by using the frequencies shown in the chart above, optimal frequency can vary from business to business. You can test flow branches with different time delays to determine the best timing for your flow. Depending on the flow, you’ll use either a Conditional split or a Split to divide recipients into test paths.

To set up an A/B test branch:

1. Navigate to the flow you would like to A/B test in the Flows tab.
2. Drag a Conditional split or Split, whichever is available in your flow, to where you want to start the test.
3. Select Random sample as the condition for the Yes path of a conditional split or the first path of a Split.
4. Set the percentage of profiles reaching the split that should take the Yes path or first path. You can treat this as the control path for the test; the remaining profiles take the No or Everyone else path.
5. For an even test, set the random sample to 50%. Otherwise, choose a different percentage. Save the split or path criteria before adding messages to the test paths.
6. Add and configure different time delays on the Yes and No paths, or on the first and Everyone else paths if you added a Split.
7. Clone the email in the Yes or first path and drag the copy onto the No or Everyone else path so that you have 2 emails. Keep their content identical so that you can compare their analytics to determine the more effective time delay.
8. If your flow has more emails after the test, reconnect the No or Everyone else path with the Yes or first path after the test email so that both groups continue through the rest of the flow.

Learn more about A/B test configuration and how to determine the best path in our article on how to A/B test flow branches.

Use Smart Sending to limit message frequency

Smart Sending allows you to limit the number of emails or SMS someone can receive within a set period of time. This is a good way to prevent your subscribers from receiving too many messages at once from active flows and campaigns.

Check the Smart Sending setting on each flow email rather than assuming it is off. New flow messages can have Smart Sending enabled, while some pre-built flows turn it off for particular messages. To enable it for an email where it is off:

1. Click on a message within a flow.
2. In the sidebar, scroll down to the Settings section.
3. If Skip recently emailed profiles is unchecked, select it to turn on Smart Sending for this email. If it is already checked, leave it on.

4. If you changed the setting, click Save at the bottom of the sidebar.

Learn more in our article on understanding Smart Sending in Klaviyo.

Additional resources