Suppression list
Written by Hylke Reitsma, co-founder of TouchDrop
A suppression list is a set of rules or records that exclude specific customers from receiving a direct mail piece. Suppression prevents over-mailing, protects customer experience, and avoids spending postage on recipients who shouldn't receive the send.
Types of suppression in TouchDrop
- Recently mailed — Customers who received a postcard from any of your campaigns in the last 45 days (the default window) are excluded, and no customer receives more than three postcards in any rolling 90 days
- Left the segment — Exclude purchasers in the segment rule itself. If a customer leaves an automated campaign's segment before their card prints, for example by completing the purchase, the queued card is cancelled at the next daily run.
- Invalid address — Addresses that fail Australia Post formatting validation, parcel lockers, and parcel collect locations are filtered out before the send
- Manual opt-out — Customers flagged as do-not-mail in your account are excluded from all campaigns
Why suppression matters for ROI
Every postcard that goes to the wrong recipient is a cost with no possible return. Suppressing converted customers prevents you from spending postage on a win-back offer to someone who just purchased. Suppressing recently-mailed customers prevents annoying repeat recipients and brand fatigue.
Good suppression logic reduces wasted spend and improves your effective ROAS by ensuring your postage budget is focused on recipients most likely to convert.
Suppression in TouchDrop
TouchDrop applies suppression automatically based on your campaign settings. You don't need to manage a manual exclusion list — the platform checks each potential recipient against all active suppression rules before adding them to the print queue.
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