Transforming SFMC Business Units? Maintain Marketing Compliance with Shared Auto-Suppression Lists

A simple approach during complex SFMC transformations.

Transforming SFMC Business Units? Maintain Marketing Compliance with Shared Auto-Suppression Lists
Photo by Milad Fakurian on Unsplash

Undergoing an SFMC transformation from a legacy to a new Business Unit can be a challenge, especially when dealing with marketing compliance. When migrating from legacy systems like CRM or Billing platforms, the customer Identifiers (IDs) may change making it difficult to keep track of subscribers and maintain compliance. That’s where a Shared Auto-Suppression List is applicable.

1️⃣ What is a Shared Auto-Suppression List?

👉 A Shared Auto-Suppression List is your standard Auto-Suppression List (ASL) created/managed at the Parent BU for Enterprise 2.0 org that allows you to suppress email addresses from multiple Business Units. It ensures that subscribers who have opted out or bounced can’t receive unexpected emails from any of your selected Business Units.

2️⃣ When can we leverage it?

A Shared ASL is generally applicable in scenarios where a suppression needs to be applied at multiple Business Units, some common use cases are:

👉 SFMC Transformation: During an SFMC transformation, it’s important to maintain compliance across all Business Units. Because SFMC identifies subscribers by their unique IDs, migration from legacy systems can result in duplicates and discrepancies in subscriber status. By using a Shared Auto-Suppression List, you can suppress subscribers by their email address, ensuring that they are suppressed across all Business Units and reducing the risk of sending unwanted emails.

👉 Global Bounce Suppression: A global hard bounce suppression is a list of email addresses that cannot be reachable due to prominent bounces and as a result, it is practical to ignore these at a global level. With the Shared Auto-Suppression List, there won’t be a need to configure Auto-Suppression Lists at a BU level since the hard bounces are agnostic to BUs.

3️⃣ What are some considerations for using Shared Auto-Suppression Lists?

👉 When using Shared Auto-Suppression Lists, here are some key considerations to keep in mind:

  • Shared Auto-Suppression Lists can only be accessed or configured via the Parent Business Unit of the SFMC Org making it invisible to Child Business Units.
  • Any programmatic scripts like AMPScript or SSJS can only interact with Shared ASL through the Parent Business Unit. It also means Impersonation via WSProxy is ineffective from Child BUs.
  • Any queued triggered sends within the selected Business Unit of ASL configuration will be impacted during the activation or modification of ASL.

4️⃣ How do you implement a Shared Auto-Suppression List in SFMC?

👉 You can implement a Shared Auto-Suppression List in SFMC with the following steps:

  • Create a new Shared Auto-Suppression List in the Parent Business Unit of the SFMC Org.
  • Configure the Shared ASL to determine which Business Units the suppression is to be activated on.
  • Add email addresses that need to be suppressed to the Shared ASL manually or programmatically.
Reference: Demo Auto-Suppression List Configuration
Disclaimer: While Auto-Suppression Lists are designed to suppress email addresses, it is important to maintain compliance by updating the All Subscriber’s Status in SFMC.