Sending emails to users who are no more interested and opted out, will harm your reputation and deliverability. The reason behind this is that your emails will be reported as spam.
These email addresses need to be suppressed before you send your next email campaign.
Warren Buffett says,
“It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that you’ll do things differently.”
Although these words are not said for email senders, this is quite relevant in this field too says a lot about sending reputation.
When you send your emails carelessly, it will put you on the suspicious list by the ISPs, and you will be not landing in the mailbox anymore. If are also facing the same problem, and don’t know how to tackle this issue, you are not alone.
Just like you, many others are struggling with the same problem. A reliable email marketing automation software such as Mumara allows you to suppress lists, domains, or IPs to avoid any inconvenience.
In this article, we shall discuss suppression in email marketing, and how to do it on Mumara. Keep reading!
Table of Contents
- Suppression list Explained?
- What is an email suppression list used for?
- What should be included in the suppression list?
- Users who marked you as spam
- Contacts who have opted out
- Disengaged or inactive users
- Hard-bounced email addresses
- How to perform suppression on Mumara?
- Why do you need to use email suppression?
Suppression List Explained
A suppression list is a list of email addresses to that you don’t want to send emails. These email recipients are added to the suppression list for many reasons.
Either the email addresses are invalid or they have unsubscribed from your email list. If you will keep contacting these recipients, your sender’s reputation will be greatly affected and your domain will be at high risk of being blacklisted by the ISPs.
For example, if you have some hard-bounced email addresses in your list, and you will send messages to them, what will be happened ultimately? There is hardly any need to comment on it.
CAN-SPAM Act doesn’t allow you to send emails to recipients who are not interested to read more content from you. Hence, they required a suppression list that receives invalid, bounced, or blocked emails.
According to CAN-SPAM Act, if a recipient unsubscribes from your email list, he has to be added to the suppression list. It will help them not receive any emails from you.
What Is an Email Suppression List Used for?
In email marketing, a suppression list is of much importance because it ensures sending your message to the interested audience only. It further helps you maintain your domain and IP reputation.
Again, if you will not distance yourself from the opted-out users, you will be facing the CAN-SPAM Act of 2003 which gives liberty to the recipients either to receive emails from you or not.
What Should Be Included in the Suppression List?
There are various types of emails that you need to suppress immediately or before sending an email campaign.
Let us discuss them one by one:
Users Who Marked You as Spam
Do not wait to add email addresses to the suppression list who have marked/reported your emails as spam. People report your emails due to certain reasons.
One of the top causes in this regard is that they do not find a clear unsubscribe link or button when they wanted to opt out. Likewise, there might be some users who have already unsubscribed from your email list but you still send them emails.
These least interested users will take no time to report you as spam. If you do not care about these issues, it is just like axing your foot in form of spoiling your IP and domain reputation.
Once the graph of your reputation went down, you will be having minimum chances to land in the mailbox of the users.
Contacts Who Have Opted Out
As long as you maintain to send the relevant content to the users, they will remain intact with you. The moment they find anything inappropriate, they will take less than a minute to unsubscribe from your email list.
Once they unsubscribe from your list, do not send them any emails rather add these email addresses to the suppression list. It will help you not send any emails in the future even mistakenly.
When you use Mumara, you get real-time results of your email campaigns including the activity of the users i.e., open & click-through rate, unsubscribe, or spam complaints.
If you are unable to track these users and will send them the emails unknowingly, get ready for the poor reputation and deliverability.
Hard Bounced Email Addresses
A hard bounce occurs when an email address doesn’t exist. Mostly, we see this issue when there is a typo if someone provides the email address.
As soon as you get a hard bounce, suppress it and remove it from the email list. Otherwise, get ready to face the email deliverability issues. It will damage your reputation and signal the ISP that your email list is not hygienic.
If this happens, it will become difficult for you to land in the mailbox. The best practice to avoid these issues is to suppress these contacts immediately before facing any disastrous situation.
Disengaged or Inactive Users
This is an open secret that some users become passive over time due to some reasons. They stop opening your emails which makes them disengaged from your message.
If there are such kinds of users in your email list, suppress them as inactive or disengaged users. But the question that how to find disengaged or inactive users.
For that purpose, you need to use Mumara to eye on the real-time stats. You can decide the users to add to the suppression list based on the activity.
For example, you can set a policy for yourself to watch out for the users for 30 days, and if they are not opening up your emails, you can add them to the suppression list.
How to Do Suppression on Mumara?
Mumara is an intelligent email marketing software that assists you in list management. It doesn’t send emails to the users you don’t want to.
As we have learned in the above lines that suppression takes care of the people you don’t want to receive emails from you.
Once you add an email address to the suppression list, the user will not be able to receive the email at any cost.
On Mumara, you can set certain criteria to halt the recipient to receive any communication. For that reason, you can have the below-mentioned facilities:
- Email Suppression: You can suppress an email address by adding it to the suppression list, or you can import a list, by selecting a CSV file, selecting a file from the server, or write/paste an email address.
- Domain Suppression: You can suppress the users based on a domain name. For example, if you want that the users with yahoo.com should not receive your emails. Add it to the domain suppression, all the users with Yahoo accounts will not receive any emails in the future.
- IP Suppression: Suppress an IP address to suppress the recipients who have performed any activity using that IP. For example, if you suppress IP 18.104.22.168, the user will this IP will not receive emails any further.
let us discuss how to perform these suppressions in detail:
Email suppression is adding or importing email addresses in the suppression to stop them from receiving any emails in the future.
Navigate to Lists>Suppression>Email Suppression>Add New. You will see the following popup:
To perform suppression, you need to provide information in the required fields:
- Select List: You can select a list with which the contact is associated, or select the ‘Global’ suppression, to refrain a user if he is a member of more than one list. For example, if there is a user who is a member of two different lists, if you apply global suppression, he will not receive emails from any list.
- Email Encryption: You can select the encryption of the email. If they are not encrypted, choose, ‘No Encryption.’
- Method: Select the method of your suppression, i.e.,
- Upload a CSV File: You can select a CSV file from your computer to contain a list of email addresses.
- Select A File from The Server: You can import a file from the server.
- Write/Paste Email Addresses: You can write an email address(s) manually or paste them separately by a new line.
- Reference: Mention a reference to why are you suppressing these emails. It will help you remember the purpose of suppression later on.
- Rocket Import: If you want to increase the import speed, on the ‘Rocket Import.’
- Click “Import” after providing the information in the required fields.
- Click “Cancel” if you want to abort suppression.
You can suppress all the domains to which you don’t want to send the emails. Mostly, people use domain suppression when the users with these domains generate a higher number of complaints or are not providing a decent ROI for you.
To perform domain suppression, navigate to Lists>Suppression>Domain Suppression>Add New and see the following screen:
You need to add domains to the “Domain Suppression” by filling up the information in the required fields as you filled in the “Email Suppression”, i.e., Select List, Method, Reference, etc.
No email users who use that domain will receive emails from you when you do domain suppression.
If you want to send emails to these users, you need to remove these domains from the suppression list.
IP suppression allows you to add IP addresses to the suppression. If you add an IP address to the suppression, Mumara One will skip these IP addresses while sending an email broadcast.
It means that the users with specific IPs will not receive any information from your side.
In order to add an IP(s) to the suppression navigate Lists>Suppression>IP Suppression>Add New, and see the below-mentioned popup:
Here you can add the IP addresses of the users you want to suppress. You have to remove these IPs from the suppression list if you’re going to send your information to them later on.
Why Do You Need to Use Email Suppression?
Email marketing dynamics have changed, and you have to be tricky to make things happen rightly. The days are gone when marketers kept sending emails to users without considering the outcomes.
Now, you have to keep an eye on the active, inactive, complaints, or unsubscribed users. If there is any user who has opted out of your email list, reported you as spam, or the email is hard or soft bounce, add these users to the suppression list.
It will help you get a higher return on investment and email deliverability. If you are looking to perform suppression, we suggest you use Mumara to do it more conveniently.
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