OK, so I'm not sure if this should be tagged to the journey or the email, I chose journey as that's where I see the throttling being applied.

This is the first marketing platform I've used that didn't allow for throttling and I'm genuinely surprised it's not possible. If you're not sure what it is (or what I mean exactly), then please read on and then give it a big thumbs up.

When would you use it

Imagine you have a small sales team and you want to deliver a campaign to provide them with leads. You make your segment and find it's 10,000 strong and you feel it will do well. But when you send it, the sales team become overwhelmed and the sales quality suffers. - don't you wish you could have reduced the send rate and delivered the leads at a more reasonable rate for the team.

Or, what if you wanted to send a big campaign to drive traffic to the site to register for an event or purchase a products from you. You send your mailing and the visitors arrive on your site en-masse, unfortunately, your site can't handle it, or your form falls over with the strain, or your payment gateway can't manage the volumes - whatever breaks, you're the one who loses out.

Or, what if you want to reactivate an segment of aged customers, you've cleaned it - you may have even used an external company to remove dead addresses - but you can't be sure that it's amazing data. I know I'd rather throttle the send so that I can monitor delivery. That way I can take action as required, perhaps even stopping it all-together if that's the right course of action.

Or, what if you are sending a survey and want to review and possibly respond to participants. If it proves too successful it could take an age to get back to people because there were so many calls to make. There'd be a point where you're speaking to those people so long after the event, the fizzle has gone.

What would Throttling do

Every marketing platform I've used in the past has enabled throttling. It works in conjunction with any other scheduling you set (so, days of the week, times of the day) and drips out emails at a rate you feel is acceptable. The options tend to range upwards from 100 an hour and enable you deliver campaigns with greater success.

Why can't you just split you segment or send list?

Sometimes it just comes down to time and effort. Imagine creating 40 or more versions of a journey and splitting the data for each of them - yes, you get the same result - a slower overall delivery, but at a huge labour cost. If you're a small team, it might simply be more time than you have. There are plenty of reason why throttling is a better solution, but as far as I can see, not good reason it isn't already part of the solution.

Go on, click the thumb and let's take back control of our send rate!