Marketing teams are always looking to squeeze more out of their budgets. A big part of this is eliminating waste within marketing campaigns. Two popular tactics for doing this are frequency capping and suppression. Suppression, our focus here, is the tactic of removing specific consumer segments from a marketing campaign audience.
Reasons to Create a Suppression List
A quick glance online reveals that most marketers discuss suppression in terms of email and direct mail marketing. Email service platforms offered by companies like Adobe, IBM, Oracle, and Salesforce offer suppression features and list various reasons to use them to suppress prospects:
- who saw an email already
- for whom the content will be irrelevant
- who are already in contact with sales
- who are part of another higher priority campaign
But fragmented customer experiences plague online marketing today just as frequently as those offline channels. As consumers, we’ve all experienced irrelevant retargeting ads that show up one too many times, or contradictory credit card offers from the same bank. That’s why the benefits of ad suppression are not limited to your email campaigns, and can be taken further when your CRM data is connected to other marketing channels.
Digital marketers with connected data can use suppression in their online targeting channels such as display, search, and video. If a consumer has seen an ad already, is already in contact with sales, or is more likely to find a different ad more relevant, they can be removed from the targeting campaigns in a marketer’s DSP, social, and other digital channels. But is it worth the effort?
Benefits of Suppression
According to a recent study conducted by Forrester Consulting on The Total Economic Impact™ Of LiveRamp Connect, connecting offline data to online campaigns for suppression “resulted in fewer wasted media impressions and a better experience for current customers, who were spared exposure to irrelevant messages and offers.”
This highlights two of the key benefits marketers gain through suppression: With suppression lists, prospects can reached with more coordination and less redundancy, improving the target audience’s perception of the brand. Additionally, the money that was being spent on irrelevant impressions can be used to increase frequency within the target audience or help reach more prospects for customer acquisition.