How To Manage Suppression Lists [for Affiliates & Brands]

Email marketers know firsthand how important it is to optimize performance, make the most of targeting capabilities, and deliver personalized content. At the right time and with the right strategy, email marketers can drive tangible results. And in most cases, it is impossible without harnessing actionable data.

Lately, list management has received a great deal of attention. Well, let’s face it: building a healthy connection with the audience means covering all the bases, including storytelling, relevant content, imagery, segmentation, feedback loop, and email opt-outs. The latter is often associated with heavy manual workload and wasted resources. However, businesses cannot afford to ignore email compliance and put their integrity at risk. 

Segmentation and personalization of email campaigns are a cornerstone of fine-tuning your targeting and reaching further than inboxes. In fact, around 50% of marketers and influencers consider them to be among the most efficient industry tactics. It means that managing your suppression lists can help you run compliant campaigns, process the opt-outs effectively, and ensure data security.

Let’s take a detailed look at how suppression list management works, its features, and its benefits.

What Is A Suppression List?

An email suppression list, otherwise known as an opt-out list, is essentially a directory of former subscribers who chose to opt out of receiving newsletters from your enterprise. Such lists are required by the CAN-SPAM Act that is aimed at protecting consumers from undesirable emails. According to this Act, recipients have the right to send opt-out requests and unsubscribe from commercial messages regardless of the opt-out mechanisms used by the companies. 

It is no secret that a high unsubscribe rate is a problematic issue for mail marketers. That is why it is important to understand why your subscribers decided to ditch you. 

Here are the common reasons why subscribers can opt out and end up on the suppression list:

#1. Invalid email addresses and high bounce rate.

#2. The segmentation is inaccurate. Let’s be fair: hyper-personalized and valuable information can keep your readers engaged. That is why segmented emails have 14% higher open rates and ROI. 

#3. The email frequency is too high, and consumers are annoyed by it.

#4. Your reputation score is low, and your emails get marked as spam.

#5. Someone from your contact list moves your mails to the junk mail folder and reports you.

#6. Consumers subscribed for the initial benefit and are no longer interested in hanging around and reading your newsletters. As a result, they unsubscribe during the first three weeks. 

Even though building healthy connections with the audience is important, some marketers still practice suppression list abuse. It typically occurs when a company uses a suppression list to communicate with consumers despite their decision to opt out. These actions are also punishable under the CAN-SPAM Act. 

Ultimately, letting people manage their email preferences can save you a lot of time and money. That is why utilizing opt-out mechanisms is standard practice for mail marketers, especially now when all the opt-out requests can be processed automatically.

Beneficial Features Of The Suppression List Management Tools

What is the name of the game for enterprises? In most cases, it’s brand awareness and business growth. That is why utilizing only one tool can be counterproductive, especially when there is a suite of solutions that can help you up your game.

If you want to gain more value from your email marketing initiatives, utilizing an all-in-one suite of products for marketing automation like Phonexa can be an excellent choice. Phonexa’s easily integrated solutions can help enterprises accomplish the impossible — reinvent the customer journey, achieve more automation, and take their online campaigns to the next level. 

Naturally, the solution can be powerful alone. But more often than not, enterprises are aimed at leveraging high-end, sophisticated tools that empower their efforts. With the existing tech stack like call tracking (Call Logic), lead distribution (LMS SYNC), suppression lead management (Opt-Intel), and other Phonexa marketing features, businesses can optimize and customize lead flow, ensure data security, refine their lead gen strategies, increase CR and ROI.

Opt-Intel, for instance, is an excellent choice if you are looking for a way to maintain efficiency and process your opt-out requests in an instant. 

Let’s take a closer look at its features:

#1. Secure List Sharing

Make the most of a secure way to stay in control of your visibility and share your email suppression lists with third parties.

#2. Automated Data Delivery

A nonchalant attitude is guaranteed. You can feel calm and confident about working with the top-notch email solutions that support networks, advertisers, agencies, or performance marketers.

#3. Compliance Notifications & Updates

Eliminate all your compliance concerns and related frustration. Regular notifications and other features will help you stay aware of any violations on your part. In a nutshell, a zero waste policy when it comes to your time and money.

#4. White Label Tools For Opt-Out Domain

Numerous customizable options for opt-out pages to preserve your brand integrity and maintain healthy relations with your audience.

Earning an excellent reputation score for maintaining the efficiency of your email marketing initiatives and compliance with the laws may not be a piece of cake. But you can achieve it with a high-end tech stack and automation. 

If you want to maximize the impact of your email marketing, schedule a consultation with our experts.