What is a List Suppression & Why Is It A Best Practice for Prospecting Email?

Suppression files aren’t often discussed, but they are important. Find out what they are, and why they are a best practice for prospecting email.

A suppression list is a list of email addresses senders leave out (suppress) from an email campaign.

There are many reasons suppression files are a best practice when it comes to email:

  1. They enable you to speak to prospects/leads differently from current customers (for example, promote a hard-to-resist intro offer without upsetting current clients with a better deal than they’re enjoying).
  2. They go above and beyond Can-Spam compliance; respect the wishes of people that have asked to not be contacted by email from you.
  3. They optimize budget and response by only reaching your best prospects. Harvest people that are engaging with your emails into a responder database and suppress the disinterested.

What types of data can be suppressed?
Email, md5 encrypted data, postal addresses, and even domain-only (for B2B). We can suppress emails at the time of an email deployment, or presuppress using postal addresses and will even provide our “universe” of potential recipients to an advertiser to suppress on their own, whichever process makes our clients more comfortable.

Suppression lists allow us to respect client data privacy, ensure campaigns are compliant (or exceeding compliance laws), and provide clients with campaigns targeting only the best audience available.