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Update to Suppression Rules: Improving Email Deliverability

We’re updating how we calculate suppressed contacts to give you more accurate insights and help improve deliverability.

Support Team avatar
Written by Support Team
Updated over 2 weeks ago

What’s Changing

Contacts will now only be suppressed if they record 7 bounces within a rolling 2-year period.

This means:

  • Fewer contacts unnecessarily suppressed

  • Cleaner, more reliable audience data

  • Clearer visibility into truly unreachable contacts

  • A bounce occurs when an email cannot be delivered to a recipient’s address. As part of recent updates, bounces older than 2 years are no longer considered for suppression and the data for those older bounces has been removed. This means recipients with bounces beyond 2 years will not be suppressed, but they also can no longer be filtered based on those historical bounces.

Why This Matters

Every bounce impacts deliverability. With this update, your emails are more likely to land in inboxes while protecting your sender reputation.

What You Need to Do

No action is required, the update has already been applied to your account. You may notice some previously suppressed contacts are now available again.

This is part of our ongoing commitment to help you maintain a healthy database and achieve stronger email performance.

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