Administrators of companies with a sender status of Good or Marginal have the ability to turn off automatic engagement-based suppression through their email settings. This article will provide an overview of email suppression settings.
The following user roles can set engagement-based suppression:
- Email Suppression
- How Engagement-Based Suppression Works
- Sender Status
- Suppression Best Practices
- Ready to Learn More?
Engagement-based suppression is a tool in SharpSpring that prevents emails from being sent to unengaged leads, which are leads with a contact engagement score of 0. This applies to all emails sent through automation and emails sent to list. Good or Marginal senders in SharpSpring have the option to either require or disable engagement-based suppression. It takes 60 days after a client becomes a Good sender before you can remove suppression. Also, time-based suppressions are still in place, regardless of whether or not you turn off engagement-based suppression.
To require engagement-based suppression, do the following:
Agencies that are looking to turn off engagement-based suppression off for individual clients should refer to Adding and Managing Client Accounts.
Note: Senders with Poor or Suspended statuses will be unable to click the checkbox, as the checkbox will be grayed out.
How Engagement-Based Suppression Works
SharpSpring’s Contact Engagement Score feature measures a recipient's engagement. Each contact is given an score of either 9 or 16:
- 16 points when the contact is added through a form submission
- 9 points when the contact is created manually in the Contact Manager, created through a CRM sync or migration, or when the contact is an imported via list or API connection
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:
- Opened an email
- Clicked a link in an email
- Filled out a form
- Visited a tracked site and has opened at least one email
- Clicked a Media Center link
- Sent an email to an IMAP-synced user mailbox
- Replied to an email sent from an IMAP-synced user mailbox
If 16 consecutive emails are sent and the recipient does not interact in any of the above ways, then the score becomes 0, they are deemed unengaged. Unengaged leads will no longer be sent emails in the system, unless you decide to require engagement-based suppression. You can only choose to require engagement-based suppression if you are a Good or Marginal sender.
For clients who have opted to have automatic suppressions turned off, you 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.
|Good:||Senders with the Good status are doing just fine with their sends. Their email statistics do not exceed SharpSpring's thresholds.
|Marginal:||The Marginal 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.
|Poor:||With the Poor 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.
|Suspend:||The Suspend status is the lowest and most limited status available to senders using SharpSpring. 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 suspension will be removed. That said, repeated suspension events can lead to termination.|
Suppression Best Practices
There are things to consider with the ability to send to unengaged recipients. SharpSpring has several recommendations as to how to interact with unengaged recipients.
- Practice safe and responsible email sending. Above all, SharpSpring recommends to only email recently collected and directly opted in contacts.
- Do not send an email to all of your unengaged leads all at once. If you choose to turn off engagement-based suppression, then you will be able to email your unengaged leads. Keep in mind that these leads are unengaged because they have not interacted with your website or emails in quite a long time. This puts you at risk, as these leads may complain that your email is spam, and file a spam complaint. This may potentially cause long-term damage for your sending abilities, as you may have your emails go to the spam folder even for engaged leads.
- Be wary of invalid addresses and spam traps. If you choose to send to unengaged leads, be aware that this may affect your sender status. Again, you must be a Good or Marginal sender.This could be because their email address is now obsolete or could be a spam trap. So, if you send to unengaged leads, and those email addresses are invalid or marked as spam, then you could lower your sender status. This will prevent you from being able to turn off engagement-based suppression in the future.
- Send your unengaged leads a resubscribe email. With the ability to send to unengaged leads, it would be a good time to check in with them to make sure they actually want to receive your emails. These resubscribe and permission reminder emails can be as simple as sending an email saying something similar to the following: "We haven't heard from you in a while. Are you still interested in receiving emails from us?"