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Digital Marketing - Study Notes:

Different types of email lists

It’s important to recognize and understand these various lists that exist.

  • Suppression list: A suppression list contains those individuals within your email list collection who have either self-identified or been identified in other ways as saying they don’t want to receive your messages for a variety of reasons. And you call that your suppression list. These are the people who don’t want to be emailed.
  • Whitelist: This is more for you as an email marketer to say, approve, we’re approved, and we can send messages. Email providers like Gmail or your Yahoo!, and so on have put you on a whitelist saying your messages will not go or put it into the spam folder or the junk mail.
  • Blacklist: That’s the place where you don’t want to be if you’re an email marketing person, because a blacklist is essentially where the email providers have said, “This is spam, this is junk mail. We’re going to automatically put it into those places where readers won’t find it.” And so the blacklist is where you definitely don’t want to be.

You also want to carefully monitor your suppression list, because again, you don’t want people who are on a suppression list to go and get accidentally a message when they’ve said they don’t want to be messaged. The middle of the road here, the place you want to be, of course, that whitelist, the place where messages are approved, they go right into the inbox, and they’ll go straightaway to your reader, who will then see your content and see your message, and see the messages you’re trying to send them.

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Eric Stoller

Eric Stoller is a Higher Education Strategic Communications Consultant and Blogger at Inside Higher Ed. With a background in student affairs, academic advising, wellness, technology, and communications, Eric educates clients and audiences on digital identity development. As a blogger, he generates conversations, answers questions, and provides insight about a variety of tech topics, including Social Media Strategies and Email Marketing.

By the end of this topic, you should be able to:

  • Evaluate inbound and outbound email marketing techniques and how they are used in marketing campaigns
  • Critically reflect on practices for managing email data and building an email subscriber base
  • Critically appraise how to optimise email delivery and email open rates for marketing campaigns

    Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

    DMI Short Course: GDPR

    The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

    You can find more information and content like this on the Digital Marketing Institute's Membership Library

    You will not be assessed on this content in your final exam.


      Email Marketing Strategy
      Eric Stoller
      Skills Expert

      The Email Marketing Strategy module will introduce the key concepts of email marketing and enable you to develop the knowledge and skills to build highly effective email campaigns. You will learn how to think like an email marketer and recognize that your subscriber list growth and quality is a key metric for the success of your campaign. Finally, you will recognize the role of various email delivery techniques as well as the importance of balancing frequency and volume of email sends.