How often do you reactivate and suppress profiles? 

Suppression lists update weekly, and reactivations occur daily. This allows us to remove a disengaged list at one time, and then add back in any customers that have shown intent in the days following. Our goal is to optimize your list, by both suppressing customers that are unengaged and reactivating customers that have come back or are predicted to be in market again.

A big part of our value prop is that this is not one-way list cleaning, but rather expanding and contracting your list size based on the actual lifecycle stages that your customers are in.

The typical experience usually looks something like this:

• If someone is engaged and truly active, it’s unlikely their status will change to suppressed. You want to email folks who are engaged with email, and we’re definitely not trying to save you $0.01 and risking a sale.
• If someone is suppressed, they’ll re-enter “engaged” status for one of three reasons
  • Direct signal they want to hear from the brand, be it a click or some other activities that show engagement (e.g. time on site, leaving a review, etc.)
  • They re-enter their “engagement window” with the brand, i.e. it’s been an appropriate amount of time relative to how other consumers engage with the brand, so the profile should be reactivated
  • We’re a data science team, and they’re caught up in some random sampling that we do to always improve our models
• Regardless, the soonest a change will happen is within one day. 
• Remember - suppression is not forever! We are not changing marketing consent