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News and tips from the industry leaders in email compliance.

How to Use Suppression List Management to Drive Email Performance – Email Monks Blog Guest Post

Published in the Email Monks blog on 7/20/18.  

Email marketers are well-versed in using audience targeting and list management strategies to optimize campaign performance. This includes following the traditions of direct marketing – where targeting the right audience with the right message, at the right time is a proven campaign strategy that drives results.

Marketers in the recent times have been harnessing advanced targeting capabilities that can deliver highly personalized content to recipients for their email marketing campaigns. ,  have developed This is often based on a significant amount of actionable data available about each recipient.

From simple name personalization to including content based on prior purchases, web page visits, online shopping cart activity, and other behaviors that may identify a user as ‘ready to buy,’ marketers have turned audience targeting into a science – using campaign performance analytics to demonstrate the value that targeting delivers.

How to Drive Audience Targeting with List Management

While the focus on list management to drive audience targeting has received tremendous attention  when it comes to suppression lists, utilization often begins and ends with the ubiquitous opt-out file.

If you’re going to use email as a marketing, it is indispensable  to provide your recipients the preference to unsubscribe from future email messages. You can then follow this up with  a period of time for processing that you must honor.

So, suppressing email addresses from users who have unsubscribed is a standard practice for email marketers, so as to recognize the importance of running compliant email programs. The suppression process for unsubscribes is often handled automatically by your email platform and marketers may relatively give it  little thought beyond the understanding that their opt-out rates from one campaign to the next will change. So to some extent, suppression file management can become ‘out of sight, out of mind.’

Read the rest of the post on the Email Monks Blog.

 

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