As a follow up to a previous post providing an overview of your suppression list in the BombBomb video email marketing software, here are a couple how-to ideas about that list.
Video: Two Suppression List Tips
Tip 1: Do Not Delete Your Suppressed Contacts
We’re often asked by customers if they should delete the email addresses on their suppression lists. Short answer: no. Medium answer: no, because maintaining the list insures that people who can’t receive (invalid) or don’t want to receive (opt out or abuse) your emails and video emails will not receive them in the future.
To illustrate, an example: I send a video email newsletter to our customers twice per month. To do so, I export all our customers’ email addresses from our CRM, then add them into a standing Customer Newsletter list in my BombBomb account. As I bring them in, BombBomb de-duplicates that list, refusing to import addresses that are already on the list, while adding all the new addresses.
We have both opt-outs and invalid addresses on that list – people who don’t want to receive (unsubscribed, opted out) or can’t receive (invalid addresses) the newsletter.
If I deleted contacts off the suppression list, each time I imported our customers into my BombBomb list, those addresses would appear new again. They’d not be de-duplicated and they’d not be properly marked as opt-out or invalid.
The result: I’d keep sending newsletters to those should-be-suppressed addresses. This is bad for my reputation as a marketer and it potentially inhibits BombBomb’s ability to deliver mail on behalf of other customers. Sending to invalid addresses hurts deliverability. Sending to opt-outs and abuse complainants creates further ill feelings.
The example above is approximately true for any list you want to maintain and update. I recommend exporting any growing list (like new leads, existing customers, etc) from your CRM in full, then bringing the newest version directly into an existing BombBomb list. In this process, you won’t leave anyone out – and you’ll respect the people who are already on the list with invalid, opt out, and abused email addresses.
Keeping your suppression list intact helps insure that you’re sending email more responsibly. Again, don’t delete your suppressed addresses.
Tip 2: Make Corrections and Unsuppress (with Caution)
Once someone lands on your suppression list, they’re not stuck there forever. You may unsuppress a contact and you may correct a previously invalid address (if it’s the result of a simple typo).
Why would you do this? You may get a call, email, or in-person mention from a prospect or client who didn’t receive a particular email or who’s no longer receiving your newsletter. How did it happen? You may have mis-typed their email address (invalid) or they may have unsubscribed intentionally or unintentionally in the past (opt out).
If something like this is the case, simply locate your suppression list (Lists tab, second list in the upper left). Find that address (use the Search box to make it easier). Hover over it and click “unsuppress” if it’s an opt-out. Click the email address, change it, and save it if it’s an invalid.
A related tip in closing: after you send an email to a new list, look at that list. Find all your invalid addresses and make sure there are no typos on it. If there are, make those simple corrections by clicking on the address, changing it, and saving it.
Your Email Suppression List – What It Is and Where To Find It
Working With Email Lists
Working With Email Contacts
Email Deliverability and Spam – Your Responsibility and Ours
Contact BombBomb with Questions About Your Suppression List
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