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Hightouch, the leading data and AI platform for marketing and personalization, has introduced Smart Suppression, a feature in its AI Decisioning product that predicts message impact to safeguard brand equity and minimize unsubscribes. By analyzing customer data, this tool helps lifecycle marketers prioritize high-value communications, balancing conversion goals with relationship health.
Conventional strategies use rigid rules and caps that apply uniformly, leading to either excessive suppression—missing conversions—or insufficient controls, harming sender reputation and relationships. Smart Suppression shifts this dynamic by leveraging AI to evaluate each message's potential incremental lift, ensuring only impactful communications reach customers. Rishabh Anand, Product Lead for AI Decisioning at Hightouch, explained, “Decisioning agents are greedy. They're designed to maximize outcomes, and if you give them permission to send five times a week, they'll send five times a week. Smart Suppression ensures they focus that volume on messages that actually drive impact, not just fill quotas.”
The feature draws on comprehensive customer data from warehouses, including purchase history, engagement patterns, and behavioral signals, to forecast outcomes. Marketers define suppression thresholds aligned with business objectives, automatically excluding low-lift messages that could prompt unsubscribes or complaints. This transparent approach contrasts with opaque optimization tools, providing intuitive controls via the AI Decisioning interface for ongoing adjustments.
Smart Suppression empowers marketers to protect long-term customer relationships while optimizing campaign performance. By filtering out risky sends, it preserves sender reputation and reduces churn, allowing teams to concentrate on strategies that foster loyalty and drive revenue. Integrated seamlessly into Hightouch's platform, it supports personalized experiences trusted by brands like Spotify and Grammarly.
Hightouch's Smart Suppression represents a proactive evolution in marketing automation, enabling data-driven precision that nurtures customer connections without unintended consequences. Available immediately to AI Decisioning users, it equips organizations to navigate high-volume messaging with confidence and control.
Hightouch is the leading Composable CDP and AI Decisioning Platform that empowers companies to activate their data warehouse to power personalized marketing and business operations. Trusted by leading brands like Autotrader, Spotify, Cars.com, Grammarly, and PetSmart, Hightouch enables anyone to deliver personalized customer experiences, optimize performance marketing, and move faster by leveraging data and AI across their organization.
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