What is Suppression list?
A suppression list is the set of email addresses you must not send to, such as unsubscribes, hard bounces and spam complainers.
Mailing suppressed addresses breaks the law in many places and damages reputation. Your email platform maintains one automatically, but you must carry it over when you migrate.
You can also add your own rules, for example long-inactive contacts removed under a sunset policy.
A worked example.
A store moves from one email platform to another. Before sending, it exports unsubscribes, hard bounces and complaints from the old platform and uploads them as suppressed in the new one, so nobody who opted out is mailed again.
Common mistakes.
- Losing the list during a platform migration
- Re-importing unsubscribed contacts
- Not suppressing hard bounces
Want this handled for your store? See our email deliverability service or book a free audit.
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