What is Suppression List Management?
In email marketing, suppression list management describes the process for leveraging various types of suppression files to ensure compliance with laws like the CAN-SPAM Act, as well as numerous other audience targeting strategies that you may employ within your overall email program to remove certain email addresses from your email campaigns.
Why is Suppression List Management Important?
The most vital role of suppression list management in email marketing is ensuring that all email addresses that have been opted out (or unsubscribed) from receiving your email messaging are removed from any relevant email marketing campaigns. In the U.S. the CAN-SPAM Act set up specific guidelines for the use of commercial and marketing email. Perhaps the most important section of CAN-SPAM requires that email marketers give recipients a method to opt-out of future email campaigns and then makes it clear that marketers must process those requests within 10 business days and then honor them going forward.
Email marketers found in violation of the CAN-SPAM Act can be fined at a rate of up to $43,280 per offending email. This stiff penalty makes it imperative that advertisers implement an effective and consistent email compliance program, including a process for collecting and processing opt-out requests and then process for adding them to a suppression list that is employed on future email campaigns.
However, suppression list management can also be employed as an advanced form of audience targeting, by which specific addresses or groups of addresses are suppressed from future email campaigns. This type of negative targeting may be a more efficient and effective way of ensuring your campaigns are not sent to recipients for whom the marketing messaging is not relevant, or when there are certain reasons that you don’t want particular recipients to receive specific campaigns.
Why use OPTIZMO for Suppression List Management?
For over 10 years, OPTIZMO has been delivering the email industry’s most powerful, yet easy-to-use suppression list management platform to a wide range of clients ranging from small advertisers to Fortune 100 companies and every size and type in between. The company is also the recognized thought-leader in the area of email compliance and suppression file management, regularly educating the industry on best practices around email compliance with laws like CAN-SPAM. (You can read the full text of the CAN-SPAM Act here.)
The OPTIZMO team is the most experienced and knowledgeable in the industry when it comes to email compliance and the strategies and tactics around managing all of your suppression files. The team is also dedicated to delivering truly world-class support to each and every client and partner. That dedication, when combined with our advanced technology platform has led to many long term client relationships – some stretching back to the inception of the company in 2009.
Are Suppression Lists just for Email?
While the vast majority of our clients leverage our technology to manage their email suppression lists, we also have a growing group of clients who use the OPTIZMO platform to manage suppression files for their SMS marketing campaigns. This is a rapidly growing segment of the digital marketing industry and an area where more and more companies are working with us each year.
Our team is happy to answer any questions you might have about suppression list management. Just reach out to us at email@example.com and one of our team members will be in touch to provide more information.