How can poor suppression hygiene trigger blocks?
What should be suppressed:
- Hard bounces (invalid addresses)
- Complaints (spam reports)
- Unsubscribes
- Role addresses (optional but recommended)
Failure consequences:
- Continued sends to bounces (poor list quality signal)
- Continued sends to complainers (more complaints)
- Continued sends after unsubscribe (legal issues, complaints)
How blocks happen:
- Accumulated negative signals
- Patterns of bad sending behavior
- Eventually triggers filtering or blocking
Prevention:
- Real-time suppression processing
- Regular suppression audits
- Global suppression across all lists
- Repeatedly shipping to addresses that rejected delivery triggers shipping bans.
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