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An email suppression list is an email list that consists of recipients that you don’t want to include in your email campaigns. Usually, emails land on the suppression list if their email addresses are fake, fraudulent, or simply invalid, and contacting them will harm your sender's reputation, essentially putting your domain at risk of being blocklisted by significant ISPs like Google and others.
There are several ways in which recipients land on the suppression list. But one of the most common ways is a hard bounce, which is when an email has been returned to the sender because the recipient’s email is invalid. Another reason a recipient can land in the suppression list is a spam complaint, which means that subscribers flag an email address as spam.
If you unknowingly send emails to a hard-bounced email address, email algorithms identify your behavior as spammy. Additionally, inactive emails are often repurposed into spam traps, which will land your sender domain on a watchlist of errant senders throughout the ISP, which is a complex list to leave. This is why it’s crucial to have good email hygiene and back your efforts with a system that can upkeep your email lists.
Email list cleaning refers to the process of regularly updating and filtering your email contact list by getting rid of outdated contacts and being responsive to recipient contact preferences (example: unsubscribe, less contact frequency, etc.). As a result of email upkeep, you cultivate an email list that yields intentional and more engaging interactions with the contacts on your email list.
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