This article will provide an overview of email suppression settings.
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Engagement-based suppression is a tool in Lead Gen & CRM that prevents emails from being sent to unengaged leads, which are leads with either a contact engagement score of 0 or leads that are unengaged due to no engagement in 24 months.
This suppression also applies to emails sent to lists. Healthy or At Risk senders in Lead Gen & CRM have the option to either require or disable engagement-based suppression. There is no amount of time that must pass before a client becomes a Healthy sender and can remove suppression.
To require engagement-based suppression, do the following:
Be aware that disabling this setting adds another option to the send screen that has to be disabled on the send itself as well.
Note: Turning off suppressions does not impact Visual Workflow-based emails. Senders with Unhealthy or Limited statuses will be unable to click the checkbox, as the checkbox will be grayed out.
Agencies modify email suppression settings for their clients. Client accounts cannot modify their own email suppression settings. As such, client accounts will not see the email suppression settings checkbox on their email settings page.
Agencies can turn off engagement-based suppression for their clients that have a sender status of Healthy or At Risk. To manage suppression, do the following:
When engagement-based suppression is not required, clients will be able to send to unengaged leads. If a client's sender status is downgraded based on this, then they will not be able to have their engagement-based suppression turned off until they return to the Healthy or At Risk sender status.
There is no amount of time that must pass before a client becomes a Healthy sender and can remove suppression. Also, time-based suppressions are still in place, regardless of whether or not you turn off engagement-based suppression.
Lead Gen & CRM's Contact Engagement Score feature measures a recipient's engagement. Each contact is given an initial engagement score upon creation. The value of the score depends on the way the contact was created in the system. The initial engagement score for each method of contact creation is:
A contact's score is decreased by one point each time a contact is sent an email and does not take one of the following engagement actions:
If 16 consecutive emails are sent and the recipient does not interact in any of the above ways, then the score becomes 0, and the recipient is deemed unengaged. Unengaged leads will no longer be sent emails in the system unless you decide to no longer require engagement-based suppression. You can only choose to require engagement-based suppression if you are a Healthy or At Risk sender.
A contact can become unengaged after 24 months of not opening an email, filling out a form, replying to an email sent from an IMAP-synced mailbox, or sending to an IMAP-synced mailbox. Contacts will start with 24 months remaining until they become unengaged. Once a lead has opened an email or otherwise engaged as defined above, this will be reset to 24 months. If that lead again has no engagement over that period of 24 months, they will become unengaged.
Clients who have opted to have automatic suppressions turned off can still decide at the time of the send whether or not to suppress unengaged contacts.
There are four different sender status categories. Each category is tied to email statistics:
Status | Description | |||
Healthy | Senders with the Healthy status are doing just fine with their sends. Their email statistics do not exceed Lead Gen & CRM's thresholds. | |||
At Risk | The At Risk status is an indication that there is an issue with deliverability. Senders with this status should review their email statistics to understand those improvements that are needed to prevent further status degradation. | |||
Unhealthy | With the Unhealthy status, senders are more likely to have to go through manual review. In addition, with this status, all new automations are capped to 1,000 contacts. | |||
Limited | The Limited status is the lowest and most restricted status available to senders using Lead Gen & CRM. With this status, all bulk jobs go to manual review. All new automations are capped at 50 contacts. Senders with this status must make quick and drastic improvements to their statistics and sending processes. Once senders with this status begin sending emails that lowers their email statistics below the acceptable thresholds, the limitation will be removed. That said, repeated limitation events can lead to termination. |
There are things to consider with the ability to send to unengaged recipients. Lead Gen & CRM has several recommendations as to how to interact with unengaged recipients.
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