Opt-outs and suppression
How opt-outs, do-not-contact lists, and suppression work across channels, why consent state must live in the CRM, and how to make opt-outs survive reconfiguration.
An opt-out only works if the system that selects targets can see it. In 11x, exclusions are read from your CRM, which means opt-out and consent state has to live there to be enforceable. Opt-out state held only in a marketing tool cannot gate outreach.
This is the most common failure in the whole compliance surface: consent is tracked somewhere 11x cannot read, so a contact who opted out keeps being contacted. Map it into the CRM before enabling any channel.
What must be suppressed
Configure all of these as exclusions:
| Suppression source | Notes |
|---|---|
| Opt-out requests | Recipients can opt out via instructions in the communication, by contacting support, or via the 11x opt-out portal |
| Do-not-contact list | Your own list, mapped to a CRM field 11x can read |
| Do-Not-Call registries | Where applicable in your jurisdiction |
| Existing customers | Unless a specific post-sale motion is intended |
| Open opportunities | A rep is already working the account |
| Owned accounts | Per your ownership policy |
| Competitors and partners | Usually a named list |
| Active in another play | Prevents double-contact |
See ICP and targeting.
Opt-outs are per channel unless you decide otherwise
Consent is channel-specific, so an opt-out can be too. Decide your policy deliberately.
| Approach | Effect |
|---|---|
| Treat opt-out as global (recommended default) | An opt-out on any channel stops all channels |
| Treat opt-out as per channel | Narrower, and defensible only with a clear basis |
Global-by-default is the safer policy and the easier one to explain. Someone who asked you to stop emailing them rarely means "please call me instead."
Make opt-outs durable
Map opt-out state to a CRM field
A field 11x reads. This is what makes it enforceable rather than aspirational.
Reference it in exclusions on every play
Not just the play you are configuring today. A new play with default exclusions is a new risk.
Propagate opt-outs back to the CRM
So they survive changes to your 11x configuration and are visible to reps.
Apply across channels per your policy
Email, calling, SMS, and WhatsApp each need to honour it.
Audit coverage before scaling
Take a known opted-out contact and confirm every active play skips them. Testing the negative case matters more than testing the positive one.
Frequently Asked Questions
Next steps
Consent and calling compliance
What consent is required before contact.
Regional compliance
Rules that vary by market.
ICP and targeting
Where exclusions are configured.
Brand protection
Controlling what is said.
Need help?
Email support@11x.ai, or book time with the team.