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News and tips from the industry leaders in email compliance.

OPTIZMO Email Marketing Tips – Suppressing Current Customers

In 2020, we’re continuing to add more useful content to our website. This article kicks off a new weekly blog post feature that will include some email marketing tips you can put to use in your campaigns.

Suppressing Current Customers

Effective email suppression list management goes well beyond the legal requirement of suppressing the email addresses of recipients who have opted out of future campaigns. While opt-outs are the foundation of your email suppression list program, many successful marketers use suppression as a means of dialing in the performance of their campaigns in any number of ways. One suppression strategy that can be valuable for many companies involves suppression all current customers from acquisition email campaigns.

Why Suppress Current Customers?

There are a number of reasons why advertisers may want to remove current customers from an email campaign, but here are two common ones.

  • If you are using affiliates or other marketing partners to acquire new customers, you are likely paying them on a performance basis (cost-per-lead, cost-per-acquisition, etc.) based on the new leads or customers they generate. For obvious reasons, you may not want them marketing to customers you already have a relationship with, since you already have their contact info and can drive repeat business yourself. So, the best way to ensure your acquisition partners only drive new, incremental sales is to suppress them from your partners’ campaigns.

  • Acquisition campaigns may often include steep discounts or special offers only available to new customers. If you run similar campaigns, then you would no doubt prefer that current customers not see these offers. As anyone who has subscribed to a cable TV provider knows, current customers typically can’t take advantage of aggressive discounts available to new customers. When those current customers run across one of these offers, they often call customer service and are then frustrated when they can’t take advantage of the special deal. Simply doing what you can to ensure current customers don’t see these offers will have a positive impact on customer satisfaction and may reduce complaints.

If either of these situations apply to your business and marketing program, you may want to seriously consider suppressing current customers from your acquisition campaigns. 

How do I suppress my current customers with OPTIZMO?

You can easily upload a list of current customers into your account within SUPPRESS. You can learn more in our Help Center.

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