Sending at a regular frequency, volume and cadence helps mailbox providers learn what to expect from you. That protects your sender reputation and improves the chances of your emails landing in the inbox. This article explains what a consistent sending pattern looks like and how to maintain one in Force24.
What is a consistent sending pattern?
A consistent sending pattern means sending at a regular frequency, volume and cadence over time. It doesn't mean sending every day or every week without fail. It means avoiding sudden spikes, long silences and erratic behaviour. For example:
- Very risky: Nothing for weeks, then a huge send to your full audience in one go.
- Risky: Sending 20,000 emails every Monday in one go, with nothing in between.
- Better: Sending those same 20,000 emails spread across each week, which creates a flat sending pattern.
- Better: A larger campaign that trickles out steadily across a month, or consistent campaigns that trickle out over time.
Regular is not the same as consistent
Sending on the same day each week is regular, but if the whole volume goes out in one burst, it's still a spike followed by silence. If you send the same newsletter to the same contacts every week, spreading it out doesn't change when people receive it either. Those contacts will be in roughly the same place in the send each time, so they'll still get it at about the same time every week.
Why does it matter for deliverability?
Mailbox providers like Microsoft, Gmail and Yahoo track your sending behaviour to judge whether you're a reliable sender or a possible spammer. A consistent pattern helps you:
- Build trust with ISPs and spam filters.
- Avoid reputation damage from sudden volume spikes.
- Keep your domain and IP healthy over time.
- Improve engagement by setting expectations with your audience.
How do I maintain a consistent pattern?
1. Use throttling
Throttling lets you control how many emails are sent per hour. Spreading a large send over several hours or days reduces volume spikes and protects your sender reputation. You can apply it in both Journeys and single-send campaigns.
- If you want to set it up, learn more in our What is throttling and do I need to use it? article.
- If you want help choosing your rate, learn more in our Why throttling rates aren't one size fits all article.
2. Warm up gradually
If you're sending from a new domain, or haven't sent in a while, start with smaller volumes, monitor your results and build up slowly. If you're planning a bigger send for a holiday or seasonal offer, increase your frequency gradually beforehand rather than jumping straight to peak volume.
- If you're about to send your first campaign, learn more in our Things to consider before sending your first campaign article.
3. Establish a regular cadence
Start with a manageable rhythm, such as a weekly newsletter or a larger campaign that rolls out steadily over the month. Avoid long silences, full-audience blasts and unthrottled one-off sends.
4. Use Journeys instead of ad hoc sends
Journeys let you automate and schedule email flows in more depth than one-off sends. This makes it easier to keep your volumes steady, monitor your results and avoid last-minute bulk sends that could harm your deliverability.
How do I monitor my results?
Keep an eye on your reports for changes in open and click rates, bounce and complaint spikes, and signs of fatigue or disengagement. If you want help with this, learn more in our How to use the Deliverability Report feature article.
Summary
A consistent sending pattern helps you stay trusted and stay out of the spam folder. Spread your volume out, use throttling and Journeys, and build up gradually.
Need a hand?
If you'd like help reviewing your sending schedule or planning your next Journey, reach out to us on live chat, using the chat bubble at the bottom right of your Force24 platform. Our team is happy to help.