Pre-Launch SOP
DNC Scrubbing Standard
Operating Procedure
Walking Tree — Required before every sequence launch
Account: Walking Tree
Version: 1.0
Applies to: All outbound sequences
Owner: Apollo

Why this exists: Walking Tree's DNC hit rate is currently elevated, creating legal exposure and wasted send volume. This 3-step workflow must be completed before launching any sequence. Completing this process consistently will reduce DNC contact rates and protect sender reputation.

Current State
HIGH
Current DNC Hit Rate
<2%
Target DNC Rate
3 Steps
To Achieve Compliance
Workflow Progress
1
Build &
Clean List
2
Scrub vs.
DNC Registry
3
Apollo Upload
& Suppress
1
Before pulling contacts
Build and Clean Your Target List
~15 min
▼
What you are doing
  • Defining your target persona before pulling from Apollo
  • Removing contacts who have previously opted out or complained
  • Checking for any internal suppression list entries
  • Define sequence audience in Apollo Filters
    Apply persona, seniority, industry, and geography filters before exporting. Narrower audience = lower DNC exposure.
    Apollo
  • Export contact list to CSV before enrolling
    Export to CSV first so you can scrub before enrollment. Do not enroll directly from search results.
    Manual
  • Remove previously unsubscribed contacts
    Pull your Apollo Unsubscribe list (Settings → Email → Unsubscribed). Cross-reference against export CSV. Remove any matches.
    Apollo
  • Check for bounce history on phone numbers
    If the sequence includes dials, filter out numbers flagged as disconnected or invalid in prior campaigns.
    Manual
  • Verify CSV column headers are standardized
    Required columns: First Name, Last Name, Email, Phone, Company. Ensure phone numbers are in E.164 format (+1XXXXXXXXXX) for accurate DNC matching.
    Manual
2
After exporting, before uploading
Scrub Against DNC Registry
~10 min
▼
DNC Sources to Check
  • National Do Not Call Registry (donotcall.gov) — federal phone DNC
  • State-level DNC lists — required for California, Florida, Texas, and other states with independent lists
  • Your company's internal opt-out list — any prospect who asked to stop hearing from you
  • CRM suppression list — contacts marked "Do Not Contact" in Salesforce or HubSpot
  • Run phone list through National DNC Registry
    Upload to donotcall.gov Telemarketers section. You must be registered. Scrub result removes federally-listed numbers.
    Required
  • Check applicable state DNC lists
    Required for sequences targeting CA, FL, TX, IN, WY, LA. Use a state DNC scrubbing service or check each state's AG office for their list submission process.
    Required
  • Cross-reference internal opt-out list
    Download your company's master opt-out list from your CRM. VLOOKUP or use a deduplication tool to flag and remove matches from the export CSV.
    Manual
  • Check CRM "Do Not Contact" flags
    Pull a report from Salesforce or HubSpot of all contacts/leads with Do Not Call or Do Not Email = TRUE. Remove from upload CSV.
    Manual
  • Document scrub results
    Record: original count, number removed by DNC, final clean count. Keep this log for each campaign. Required for compliance documentation.
    Required
Acceptable DNC Rate Thresholds
Metric Safe Warning Stop Sequence
DNC Contacts in List < 1% 1–3% > 3%
CRM Opt-Out Matches < 0.5% 0.5–2% > 2%
State DNC Matches < 0.5% 0.5–1.5% > 1.5%
3
After scrubbing is complete
Upload Clean List and Set Apollo Suppressions
~10 min
▼
Apollo-specific steps to lock in your suppressions
  • Upload your clean CSV — not the original export
  • Set the sequence to respect global unsubscribes
  • Add all removed contacts to Apollo Suppression list
  • Enable opt-out footer on all email steps
  • Upload clean CSV to Apollo Contacts
    Use the Import CSV option. Map columns correctly. Confirm contact count matches your post-scrub CSV before proceeding.
    Apollo
  • Add DNC-flagged numbers to Apollo Suppression List
    Settings → Email → Suppressed Contacts. Upload the removed contacts as a suppression list so they cannot be accidentally enrolled in future campaigns.
    Apollo
  • Confirm sequence has "Respect Global Unsubscribes" enabled
    In Sequence Settings, verify "Skip contacts who have globally unsubscribed" is ON. This prevents Apollo from auto-enrolling previously opted-out contacts.
    Apollo
  • Verify opt-out footer is on all email steps
    Open each email step. Confirm the unsubscribe link is present and active. Required for CAN-SPAM compliance and deliverability health.
    Required
  • Set sequence to pause on bounce
    Enable automatic pause if bounce rate exceeds 3% within the first 48 hours. This prevents cascade damage to sender reputation.
    Apollo
  • Final review: confirm launch criteria are met
    Steps 1 and 2 complete. Scrub log documented. Upload count matches clean CSV. Suppressions loaded. Opt-out footer confirmed. Ready to launch.
    Go / No-Go
Ongoing Maintenance
Monthly (minimum)
  • Re-scrub any list older than 30 days before re-using
  • Review Apollo Unsubscribe list growth
  • Check for new state DNC regulations
After every campaign
  • Add new opt-outs to global suppression list
  • Document DNC hit rate in campaign log
  • Flag unusually high DNC rates for list source review
Apollo.io — Walking Tree DNC Scrubbing SOP v1.0 — Confidential