A Holistic Approach to List Suppression.
Launched in 2012, Inter-Mailer Cleansing ensures that email addresses which appear on multiple mailer lists won’t receive excessive promotional messages within the same campaign.
Deduplicate Email Addresses Across Mailers
Inter-Mailer Cleansing (IMC) allows you to require that, prior to mailing a campaign, all Mailers/Publishers must upload their mailing lists and scrub them against not only the appropriate suppression file, but each of the other mailers’ lists participating in sending the campaign. This process ensures that duplicate email addresses don’t appear on the actual lists Mailers will use to promote your campaign. Also, helping to reduce your costs in any CPM based email buys across multiple partners.
Create a Better Brand Experience for the Recipient
Using IMC means that any recipient email addresses which appear on multiple mailers’ lists will not receive multiple emails promoting the same campaign. Receiving multiple emails with the same or similar offer, especially in a short time frame can lead to higher opt-out rates and a generally less positive brand experience for the recipient. Recipients largely don’t understand that they are receiving multiple emails because their address exists on multiple email lists. They only know that they are receiving duplicate promotions from the same advertiser, repeatedly, and sometimes even after opting out. All of which can lead to a poor brand experience and negative association with your product/offer.
A Higher Level of List Security
IMC enabled campaigns require that your mailer partners are uploading the lists they plan to mail to the OPTIZMO™ platform. This workflow provides you with an added layer of confirmation and security regarding the mailer activity within your campaigns. You know that lists are being de-duplicated and cleansed prior to mailing, which leads to more efficient campaigns with better list quality and deliverability. Mailer lists are not stored in the OPTIZMO™ system, they are simply used for the scrubbing process and returned to the Mailer, clean and ready to be sent to. Their data is never shared with other mailer partners, OR the Advertiser. This ensures the Mailer’s email list data remains secure, and is optimally curated for the highest levels of both deliverability, and positive recipient experience.
Set Suppression Rules to Control Message Frequency
IMC allows you to prioritize mailers within the scrubbing process, to give higher priority to you top mailers, if you choose. For longer term campaigns, duplicate email addresses will become available for mailing again after a set period of days, which performs the function of frequency capping for your campaign.
Control at the Advertiser or List Level
You have the ability to activate IMC at either the Advertiser or Opt-Out List level. This means you can require it of all mailers on all your campaigns, or select particular Opt-Out lists that require the added layer of security and list hygiene.