Definition
A cooldown period reduces sending volume after reputation problems such as complaint spikes, throttling, or blacklist listing, letting filters see improvement.
It must accompany the underlying fixes, not replace them.
A cooldown is a recovery tactic after reputation damage, reducing volume so filters see improvement. It must accompany the underlying fixes rather than replace them. Monitoring metrics and ramping back up gradually confirms recovery.
Running a Cooldown
Drop to only the most engaged, low-risk sends during cooldown.
Address root causes before ramping back up.
Why It Matters
A cooldown is a recovery tactic after reputation damage. Understanding when and how to use it protects your ability to recover.
Best Practices
- Drop to only the most engaged, low-risk sends during cooldown.
- Address the root causes before ramping back up.
- Monitor complaint and spam-trap metrics as you resume.
- Set a clear recovery plan and timeline.
- Ramp volume gradually after recovery.
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Related Glossary Terms
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Alt Text
Alt text is the written alternative to an image in an email, displayed when images are blocked, slow to load, or consumed by screen readers.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
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Frequently Asked Questions
After complaint spikes, throttling, or blocklist listing. A cooldown is a recovery tactic after reputation damage, reducing volume so filters see improvement.
Until metrics improve, often a week or more. It must accompany the underlying fixes rather than replace them.
No, it must accompany the underlying fixes. Monitoring metrics and ramping back up gradually confirms recovery.
Only the most engaged, low-risk sends. A cooldown is a recovery tactic after reputation damage, reducing volume so filters see improvement.
When complaint and placement metrics stabilise. It must accompany the underlying fixes rather than replace them.