When it comes to delivering the best audience experience with a limited budget, digital marketers are taking a lesson in suppression from direct mail and email marketers.
Suppression lists have been used in traditional marketing campaigns for years. They’ve stopped subscribers from receiving emails that aren’t relevant to their interests; stopped unnecessary communications with prospects who have already advanced down the sales funnel; and prevented conflicting messaging from reaching customers who are already part of another promotional campaign.
The use cases are various, but the principle is the same: What you don’t show people is just as important as what you do show them.
Taking suppression online
This principle of selectivity is now guiding digital marketers as they strive for accurate, relevant personalization in their people-based marketing efforts – with the added pressure to deliver more results with less money.
Which isn’t to say that suppression is only useful when budgets are tight and marketers are under pressure to squeeze their ad spend (although it is great for that).
Audience suppression is about optimization: sometimes holding back is your best move, and the benefits are twofold.
Benefits on both sides
First of all, it helps you do more with each campaign budget by omitting unsuitable contacts from the audience list, and preventing wasted spend on dead impressions.
More importantly, suppression helps you creates better experiences for all of your identity-resolved audiences – not just for the contacts on your suppression list (who don’t see the irrelevant ad) but for everyone (because you can now spend that ad budget on the next, highly-targeted campaign).
Connecting the data
To suppress the right audience from a campaign, you need a complete view of your customers’ and prospects’ interactions with your brand. So you need to connect web data from all sources, and onboard data from email, events and in-store sales, to build a holistic, anonymized customer view. With a people-based approach , you see the real person on the other side of every interaction, not just a list of customer identifiers.
To learn more about how identity resolution enables smart audience suppression, take a look at our slideshare, Targeting 101: Audience Suppression.