If a prospect is on a suppression list, I don't want them to get that particular email. But if there are multiple prospects with the same email address, it's extremely challenging to reliably suppress them.
If you have one prospect on the recipient list, and another prospect with a matching email on the suppression list… the first prospect receives the email. Even though that email address is the list that you’re telling Pardot “DUDE DON’T EMAIL.”
Here are two examples where that's a big issue:
Example #1: Suppressing Customers
We’re running a “last call” type of promo for a customer. Anyone who hasn’t already purchased is getting a 10% off call-to-action. Anyone who HAS purchased should not get this offer – we’re not trying to give out refunds or make people feel like they missed a deal.
So we suppress anyone who has purchased… but if there’s a prospect with a duplicate email out there, that email address is getting sent the offer.
Example #2: Suppressing People with Active Opportunities
One of my customers has like 5 dupes for every contact in their system because they use Salesforce web-to-lead forms for partner referrals. They need a better process, and they know it.
But in the meantime, they still want to send emails out to help drum up new demand for sales. They suppress anyone who has an open opportunity… but again, if there’s a record with a duplicate email out there, that record and that email address is receiving the offer.
This is a HUGE issue that effectively means if you have duplicates, you can’t use suppression lists reliably.