Compliance with the CAN-SPAM Act of the U.S., the General Data Protection Regulation of the EU, and Canada’s Anti-Spam Legislation requires respect for opt-out requests and screening emails to not reach users who have opted out. Suppression lists are one good way to keep track of and filter such contacts and hence keep your company within the legal boundary. Failure to do so might result in fines, penalties, and loss in brand reputation.
How to Improve Deliverability and Reduce Spam Complaints
If one continues B2C Email Address List to send emails to uninterested or disengaged users, that would result in complaints, spam reports, and poor deliverability of emails. Sender reputation is decided by ESPs and inbox providers, and that basically influences whether emails go to the inbox or not.
Sending to users on the suppression list opens up the chance of being marked as spam, which tarnishes reputation and may even cause emails to automatically filter into spam folders, or worse, blacklisting of the sender’s domain. On the other hand, suppressing lists protects the businesses from affecting their sender reputation and ensures a high probability of delivering emails to active users.