Maintaining high email deliverability requires strategic list management. One key practice is suppressing unengaged prospects from your email campaigns to protect your sender reputation and improve engagement rates.
Why Suppress Unengaged Prospects?
Continuously emailing inactive prospects can harm your deliverability. By identifying and suppressing unengaged prospects, you ensure your emails reach only those who are likely to engage.
Steps to Suppress Unengaged Prospects in Account Engagement
1. Define What “Unengaged” Means for Your Organization
Determine criteria that qualify a prospect as unengaged. Consider these benchmarks:
- No activity after 20 daily emails
- No activity after six weekly emails
- No activity after six monthly emails
2. Create a Dynamic Suppression List
- Navigate to Lists and select Create List.
- Choose Dynamic List.
- Click Set Rules.
- For Match Type, select Match All.
- Add a rule:
- Select Prospect has been emailed and define the timeframe.
- Add another rule:
- Select Prospect time, then choose Last activity days ago.
- From the second dropdown, select is greater than and enter the number of days of inactivity.
- Save the list.
The dynamic list will automatically update with unengaged prospects, ensuring they are excluded from future marketing emails. If a prospect reengages, they are removed from the suppression list and can receive emails again.
By proactively managing engagement, you protect your sender reputation and ensure better inbox placement for your emails.
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