Overview
When building an audience in Fullpath CDP, the Audience Builder returns shoppers who match your targeting criteria using the selected filters. The number of Shoppers you can actually activate is typically smaller because each activation channel (email, SMS, phone, direct mail, etc.) requires specific contact details, consent, or other personal data the Shopper may be lacking — and beyond missing data, some Shoppers may be ineligible due to communication preferences (Do Not Contact) or flagged as a spam risk (suspicious emails).
Understanding Eligibility
In order to understand why the audience total and eligible Shopper numbers are discrepant, see the eligible Audience breakdown chart :
Blocked: This category includes emails that could not be delivered, or the recipient marked email as complaint or spam
Bounce Risk: Bounce risk is identified by a 3rd party called NeverBounce which we use to provide real-time email verification - it helps us determine who we shouldn't even try emailing because we know it'll bounce. Sending email to known bounce risks could jeopardize the Dealership or the Fullpath domain sender reputation so isolating those risks is one of many steps Fullpath take to ensure safe, secure, and consent driven email communication strategy.
Sunset: In order to maintain email sender's reputation, customers who have received at least 5 emails without opening, submitting leads or website activity, will be bucketed into a group of Shoppers who will not be emailed for 12 months.