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What is the difference between using goal criteria and using a suppression list in Workflows?

Last updated: February 21, 2017

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Marketing: Pro, Enterprise
Sales: N/A

When a contact meets the specified goal criteria, or when they are added to a suppression list while active in a workflow, they will be unenrolled from the workflow. However, goal criteria and suppression lists serve two different marketing purposes.

  • Using goal criteria is a way to measure the effectiveness of your workflow. Once a contact in your workflow meets the goal criteria, they will be unenrolled from the workflow. If your workflow is set up as a nurturing campaign where you send contacts an email (or emails), you are able to track the number of contacts who meet your goal to help measure how effective your workflow is. For example, your goal criteria might include contacts who end up submitting a particular form or becoming a customer while enrolled in your workflow. Learn more about setting up a goal for your workflow.
  • A suppression list should be used to suppress contacts who you don't want to nurture with your workflow. When a contact joins the suppression list, or if they are already present in the suppression list when they are enrolled, they will be unenrolled from the workflow. For example, a suppression list might include your competitors, contacts who are already customers, or current employees.
    • Members of a suppression list will not count toward the conversion rate of the workflow.
Learn how to remove contacts from a Workflow here.

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