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Email Marketing6 min readJuly 31, 2026
Consent, Opt-Outs and Suppression Lists
Create basic controls that keep unwanted contacts out of future campaigns.
Document why each audience can be contacted and apply the laws relevant to the recipient and sender. Clearly identify the business, avoid deceptive subjects, and provide an easy way to stop messages.
Maintain one central suppression list across campaigns, tools, and team members. Do not delete an opt-out record if deletion would allow accidental re-import. Store only the minimum information needed to prevent future contact.
Apply this guidance to your business context and the rules that govern your recipients. Keep consent or legitimate-interest records, honor opt-outs, and minimize stored contact data.