Why an Email Suppression List is Your BFF in Email Marketing

Hey there, email marketing maestros! 📨

Let's talk about something super crucial but often overlooked: the email suppression list. I know, I know, it sounds like a buzzkill, but trust me, it's your secret weapon for keeping your email game strong.

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So What the Heck is a Suppression List?

Imagine you're at a party, and some folks just aren't vibing with your DJ skills. They politely (or not so politely) leave. That's basically what happens when people unsubscribe from your emails. They’re saying, “Hey, thanks, but no thanks.” So, you put their emails in a suppression list to make sure you don’t invite them to the next shindig. According to the CAN-SPAM Act of 2003, it’s the law to give people an opt-out option.

Why Bother with a Suppression List?

First off, you don't want to be that person who keeps bugging someone after they've said, "Leave me alone!" Trust me, it's a fast track to the spam folder, and nobody wants that. Here's why a suppression list is your best friend:

• Keeps Your Reputation Sparkly Clean: Sending emails to people who actually want them keeps your domain and IP reputation intact.
• Avoids Legal Drama: No one wants a fine for not following the CAN-SPAM Act. Seriously, who has time for that?
• Boosts Deliverability: Your emails are more likely to land in the inbox and not the dreaded spam folder.

Who Goes on the Suppression List?

Here's the scoop on who should make the cut for your suppression list:

1. Unsubscribed Contacts: These folks have officially said, "We're done here." Respect their wishes and add them to the list.

2. Spam Complainers: If someone marks your email as spam, they're basically waving a red flag. Add them to the list and maybe send them a mental apology.

   Hard Fact: People often mark emails as spam because they can't find the unsubscribe button. Make it easy to find, people!

3. Hard Bounced Emails: These are the emails that hit a dead end—either the address doesn’t exist, or it's blocked. Continuing to send to these will mess with your deliverability stats.

4. Inactive and Disengaged Users: These are the folks who haven't opened or clicked on your emails in ages. Use a "sunset policy" to decide when to move them to the suppression list. Typically, 30-60 days of no activity is a good rule of thumb.

How to Find These Emails?

Your Email Service Provider (ESP) should have all the analytics you need. For instance, in Mailchimp and HubSpot, you can see which emails bounced or were marked as spam right in your campaign dashboard.

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