{"id":11268,"date":"2018-07-20T17:41:33","date_gmt":"2018-07-20T12:11:33","guid":{"rendered":"https:\/\/email.uplers.com\/blogs\/?p=11268"},"modified":"2020-10-27T19:33:13","modified_gmt":"2020-10-27T14:03:13","slug":"list-suppression-management-drive-email-performance","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/list-suppression-management-drive-email-performance\/","title":{"rendered":"How to Use Suppression List Management to Drive Email Performance"},"content":{"rendered":"

Email marketers are well-versed in using audience targeting and list management strategies to optimize campaign performance. This includes following the traditions of direct marketing – where targeting the right audience with the right message, at the right time is a proven campaign strategy that drives results.<\/span><\/p>\n

Marketers in the recent times have been harnessing advanced targeting capabilities that can deliver highly personalized content to recipients for their email marketing campaigns<\/a>. This is often based on a significant amount of actionable data available about each recipient.<\/span><\/p>\n

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From simple name personalization to including content based on prior purchases, web page visits, online shopping cart activity, and other behaviors that may identify a user as \u2018ready to buy,\u2019 marketers have turned audience targeting into a science – using campaign performance analytics to demonstrate the value that targeting delivers. For custom campaigns opt for referral email templates<\/a> that will be more beneficial for the success of the email campaign.
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How to Drive Audience Targeting with List Management<\/b><\/h2>\n

While the focus on list management to drive audience targeting has received tremendous attention \u00a0when it comes to suppression lists, utilization often begins and ends with the ubiquitous opt-out file.<\/span><\/p>\n

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If you\u2019re going to use email as a marketing, it is indispensable \u00a0to provide your recipients the preference to unsubscribe from future email messages. You can then follow this up with \u00a0a period of time for processing that you must honor. <\/span><\/p>\n

So, suppressing email addresses from users who have unsubscribed is a standard practice for email marketers, so as to recognize the importance of running compliant email programs. The suppression process for unsubscribes is often handled automatically by your email platform and marketers may relatively give it \u00a0little thought beyond the understanding that their opt-out rates from one campaign to the next will change. So to some extent, suppression file management can become \u2018out of sight, out of mind.\u2019<\/span><\/p>\n

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How to Use List Suppression Management Effectively<\/b><\/h2>\n

Suppression lists can be leveraged for a wide variety of marketing activities that go far beyond compliance with CAN-SPAM and other email rules. Many creative email marketers use suppression file management as a part of their overall audience targeting process. There are any number of instances where de-targeting or negatively targeting an audience group from a larger audience list may be more efficiently handled through suppression files rather than positive targeting. <\/span><\/p>\n

An example of this outside the email space is the way that negative keywords are used in search marketing. They can be used to actively remove certain potential recipients from being targeted in a campaign. \u00a0<\/span><\/i><\/p>\n

While there are any number of ways that suppression files can be used to optimize targeting and campaign performance, here are a few advanced <\/span>suppression list strategies<\/b> that different companies use today.<\/span><\/p>\n

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Suppression List Management – Current Customers<\/b><\/h2>\n

Many marketers regularly communicate with their current customer base through email. For a large percentage of businesses, recurring revenue from your loyal customer base makes for a sizeable part of their ROI. Marketing to your current customers is typically more cost-effective than acquiring new customers. This is why companies focus on customer retention and also the very reason why \u00a0the customer database is often considered a business\u2019s most valuable asset.<\/span><\/p>\n

However, there is customer churn in every business. Some customers may cancel a subscription or never make another purchase. So, whether a company obtains acquisition lists for their own email campaigns, works with a performance email marketing agency<\/a>, or engages with affiliate marketers and networks, there are numerous avenues to use email to acquire new customers cost-effectively.<\/span><\/p>\n

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Challenges of Acquisition Marketing – New Customers<\/b><\/h2>\n

One ongoing challenge for acquisition marketing is the goal of focusing efforts solely on new customers. Acquisition campaigns often include an offer that is more aggressive than those available to current customers. <\/span><\/p>\n

Advertisers would typically prefer that current customers never see these new customer offers because they either don\u2019t qualify for them or because the margins are lower (75% off for new customers!). More so, it is considered that current customers are more likely to make repeat purchases without resorting to massive discount offers. <\/span><\/p>\n

This is where <\/span>suppression list management in Email <\/b>can play a key role. A file of all current customer emails can easily be used as a suppression file in every acquisition email campaign. This helps to ensure that acquisition campaigns are focused on prospects rather than customers. This is one of the most popular uses of suppression files to optimize campaign performance, but many companies don\u2019t seem to take advantage of this tactic. \u00a0<\/span><\/p>\n

Benefits:<\/b><\/h3>\n