---
title: "Best Practices for Multi-Day Email Campaigns and A/B Testing"
slug: "best-practices-for-multi-day-email-campaigns-and-a-b-testing"
description: "Plan multi-day email sequences around delivery timing, not calendar dates; frequency caps use a rolling window, not midnight resets."
status: "update"
updated: 2026-09-14T11:15:34Z
published: 2026-09-14T11:15:34Z
canonical: "academy.insiderone.com/best-practices-for-multi-day-email-campaigns-and-a-b-testing"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://academy.insiderone.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Best Practices for Multi-Day Email Campaigns and A/B Testing

When planning email campaigns **across consecutive days**, consider both **delivery** timing and the **frequency capping** settings supported by your campaign type.

## Understand the frequency capping window

[Email Channel Frequency Capping](/v1/docs/email-channel-frequency-capping) checks **delivered** email events, not sent events, to determine whether a recipient can receive another email. The calculation uses receipt timestamps. A daily cap follows a **24-hour cycle**, rather than resetting at midnight.

For example, assume that your frequency cap allows one email per day:

- A recipient receives an email on **Monday at 8:00 pm**.
- Your next campaign is scheduled for **Tuesday at 9:00 am**.
- Only 13 hours have passed. If frequency capping applies to the Tuesday campaign, the recipient can be excluded even though it is a new calendar day.

This rolling-window behavior applies to standard frequency-capped campaigns.

> Frequency Capping is currently **unavailable** for [A/B](/v1/docs/experiment-ab-email-campaigns) and [Send Time Optimized](/v1/docs/email-send-time-optimization) email campaigns. Do not plan these campaigns assuming the standard email frequency cap will limit delivery.

## Recommended planning practices

- **Plan around delivery times, not just calendar dates.** For campaigns subject to capping, leave enough time between deliveries to satisfy your configured limit. A late-evening delivery followed by a next-morning campaign can fall within the same 24-hour window.
- **Define what your A/B test measures.** If you are testing content, keep the audience-selection criteria and timing approach comparable. If you are testing send timing, treat timing as the variable. Insider One does not enforce these settings automatically; apply them manually when planning your test.
- **Review overlapping campaigns.** Before launching a multi-day sequence, review which campaigns target the same recipients. Account for the documented capping limitation when your plan includes A/B or STO campaigns.
- **Use bypass deliberately, not as the default.** For campaigns where the option is available, select **Bypass Channel Frequency Capping** on the **Launch** step to turn off the defined delivery limit for that campaign. Use this only when you intentionally want an exception to your contact-frequency policy.