Manage Unsubscribes and Suppression
Honor promotional email opt-outs, retain suppression records and keep necessary service messages separate.
Overview
Search Aliases: unsubscribe customer, do not email, email opt out, suppression record
MAIN CONCEPTS
| Unsubscribe | Request to stop optional marketing email. |
|---|---|
| Suppression | Minimal record preventing future promotional sends. |
| Communication Preference | Channel or content choice. |
| Service Message | Necessary account, billing, order, appointment, security or support communication. |
| Promotional Message | Optional offer, newsletter, event or marketing content. |
OPERATIONAL PROCESS
- Include a working unsubscribe method in promotional email.
- Process the request promptly.
- Update the contact's marketing preference.
- Add or retain the suppression record.
- Remove the contact from active promotional segments.
- Confirm the next campaign refreshes the audience.
- Keep necessary service messages separate.
- Record the source and time of the preference change where available.
DO NOT DELETE SUPPRESSION BLINDLY
A minimal suppression record may need to remain so the business remembers not to contact the person for the covered promotional purpose. Deleting the record can cause accidental re-subscription after an import.
COMMON ISSUES & SOLUTIONS
| Customer receives another promotion | Check campaign already in progress, provider delay and audience refresh. |
|---|---|
| Contact reappears after import | Preserve suppression matching. |
| Service email stops | Separate promotional preference from necessary service workflow. |
| Wrong brand is suppressed | Review brand-specific and group-brand preference scope. |
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