What is a quota?
Quota (colloquially quota) refers to the maximum number of emails that a company can send through its email service provider (ESP) during a predetermined time period – most commonly daily, weekly, or monthly.
This limit is designed to protect the provider's infrastructure, reduce the risk of spam, and ensure high email deliverability.
Quota in a broader sense refers to the amount, share, or limitassigned to a specific activity, group, or individual. In email marketing , however, quota is a specific technical tool that:
- restricts the volume of emailsthat can be sent from a particular account,
- ensures a balance between deliverability and performance,
- helps maintain a good sender reputation.
The significance and consequences of exceeding the quota
If a company exceeds its quota, it may result in:
- Delays in sending
- Temporary suspension of service
- Reduced email deliverability
- Deterioration of domain or IP address reputation
Therefore, it is important to monitor current quota usage, optimize contact lists, and segment campaigns.
Tips for managing quota in email marketing
Regularly clean the email list (remove inactive recipients)
Segment campaigns – divide large sends into multiple time slots
Monitor deliverability and bounce rate
Choose a plan that matches the volume of your communication