Suppression-List
Description
A suppression list is a list of users or devices intentionally excluded from receiving a campaign—typically used to avoid targeting existing or converted users.
Definition
It prevents redundant messaging and wasted spend by excluding users who’ve already installed, purchased, or engaged. Used in paid ads, push, email, and retargeting.
Why Is Suppression-List Important for App Marketers?
Suppression lists help marketers control frequency, improve ROI, and avoid annoying users. For apps, they reduce uninstall risk, limit spam perception, and increase relevance in remarketing efforts.
Where You Can Use Suppression-List
Used in retargeting (Google, Meta), push/email platforms (Braze, OneSignal), and CRM tools (Salesforce, Klaviyo).
What Are the Best Practices
1. Update Lists Frequently (daily or real-time).
2. Sync With MMP and CRM.
3. Segment by Event (install, purchase, churn).
4. Apply Across Channels.
5. Monitor Exclusion Accuracy.
6. Use for Lookalike Audience Creation.
7. Test Campaigns With vs. Without Suppression.
8. Align With GDPR/Privacy Compliance.