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What Is A Suppression List And How Is It Used?
A suppression list is a list that consists of all the users who opted out of your email campaigns. A suppression list actually protects your sending reputation. It contains the list of email addresses you don't want to send.
How Email Addresses Are Added To The Suppression List?
When someone indicates that they don't want to receive an email from you, their email address is added to the suppression list. And then you are unable to send any mail to that contact, or import that email address as part of a contact import.
Many email marketers use suppression lists when targeting an audience for a specific campaign. De-targeting an audience from a larger list has proven to be more effective than a positive targeting approach.
How Do Suppression Lists Work?
To comply with the CAN-SPAM Act of 2003, a suppression list was created to include all the suppressed email addresses. This act provided recipients a way to opt-out of the email campaigns to get rid of the unwanted emails by unsubscribing. When an email campaign is sent from your account, your contact list is checked against the suppressed list, which prevents sending mails to the contacts who have opted out of your email campaigns.
Email addresses are added to the suppression list;
- When someone unsubscribes from your email campaign
- If the address hard bounces
- Or when someone marks your emails as spam
If you send emails to the suppressed email addresses, email providers will bounce your mail hard, and you would have a hard time delivering your marketing messages in the future.
How To Manage The Suppression List?
You can add or remove users from the suppression list. Click suppression list, and the list of all the suppressed email addresses will appear with the reason for their suppression. If the reason is 'automatically added', it means the users must have “unsubscribed" or "bounced" your emails. And if you see 'suppressed' it means those email addresses were added manually, the users have not unsubscribed or bounced your emails. You can also download the list of suppressed email addresses to your device by clicking the download button.
How To Add Email Addresses In Suppression Lists?
You can add email addresses manually to the suppression list. For that:
- Go to the 'mailing list' and while viewing the email address click on 'Add to suppression list'.
- A form will appear, where you will add information about the email address that you are adding to the suppression list and the reason why you are adding them to the suppression list.
How To Remove Email Addresses From Suppression Lists?
To remove email addresses from a suppression list just go to the 'Suppression List' and view the email address you want to remove from your suppression list and click on remove. But when an email address is added to the suppression list by unsubscribing from a user, then that email address can't be removed from the suppression list manually. The user must subscribe to your email campaign again to receive emails from your account. Or they should change their status from 'Unsubscribed' or 'bounce' to 'Active'. They can also be added to your subscribers' list via the API when subscribed again.
Why Is Creating Suppression Lists Important For Email Marketers?
Suppression list protects your sending reputation. Email marketers make different types of lists, to enhance their email marketing. But their sending reputation has been neglected sometimes. It is very important to increase your sending reputation in order to maintain a balance in your email marketing. Also, to protect your sending reputation, you must make a suppression list. You have to make lists for:
· Inactive Users
The users who have subscribed to your email campaign but never open your emails. Means you send them emails but they never read them. It can drastically affect your campaign's results. Such subscribers who have not opened your emails for months or years should be added to a suppression list. It'll help you better understand your email campaign’s effectiveness.
· Non-Targeted Email Addresses
Suppress those leads who don't fall into the industry of your targeted audience. For example, your emails are intended for medical students, then the students from engineering can't be included in your audience. Or your targeted audience is real estate agents, then people from insurance companies wouldn't have any interest in your mails. Therefore, it is important to add a non-targeted audience to the suppression list.
· Geographically Distinct Audience
It is also important to keep in mind the location of your audience. For example: If you are marketing a book. You will send emails to pursue people to buy your book, which is in English. Then the people who don't speak English, shouldn't be your audience. You should add only those subscribers in your list who are from English speaking areas. And rest should be added to the suppression list.
· Certain Existing Customers
To avoid email fatigue on your existing customers, it is important to suppress them from certain areas of your email communications. This will prevent you from sending the same email to the users who have already received that email. Sending the same emails, again and again, can irritate recipients and it is also bad for your sending reputation.
· Gone For Good Unsubscribers
Last but not the least, the subscribers who have unsubscribed from your email campaign or reported your any email as spam. You should give your subscribers an option of unsubscribing your email campaign and if someone unsubscribes, then make sure to add them in your suppression list. When people can't easily find the unsubscribe button, they report unwanted emails as spam. And sending mails to such leads can be terrible for your marketing future. Suppression list helps you to not send emails to such leads.
Suppression lists help you to send emails only to the right contacts, that'll also help you to control the frequency and content sent to a specific user. Providing relevant and valuable content keeps your subscribers happy and engaged.
Suppression lists can help to improve your email marketing performance, making suppression lists a productive tool for email marketers.