How to set up and manage do not contact lists in Cognism

Keeping your sales and marketing compliant isn't optional—especially with all the rules around cold outreach. If you’re working with prospect data, you need a clear way to avoid contacting people who’ve opted out or shouldn’t be contacted. That’s where do not contact (DNC) lists come in. This guide is for anyone using Cognism who wants to set up a DNC list the right way, without the guesswork or the usual headaches.

Whether you’re in sales ops, a data manager, or just the person who drew the short straw, this will walk you through the actual steps—plus some honest advice on what works and what’s just checkbox compliance.

Why Do Not Contact Lists Matter (And What Happens If You Ignore Them)

Let’s not overcomplicate this: If someone says “don’t contact me,” you have to listen. Ignoring DNC requests can land you in legal hot water (think GDPR, CAN-SPAM, PECR, and a host of other acronyms you don’t want to meet in court). But even if you dodge regulators, you’ll burn trust with prospects and tank your domain reputation.

DNC lists are your insurance policy. They keep you (and your team) from accidentally pinging someone who’s opted out—saving you from fines, angry replies, and wasted effort.

Step 1: Understand How DNC Lists Work in Cognism

Before you start clicking around, it helps to know what Cognism actually does with DNC entries:

  • DNC lists in Cognism are account-wide. If you add someone, nobody in your company can see or contact them in Cognism.
  • They’re persistent. Once on the DNC, a record stays there unless you deliberately remove it.
  • They’re not magic. DNC only works inside Cognism. If you export data, you’re responsible for not contacting those people elsewhere.

Pro tip: Don’t treat the DNC list like a one-and-done fix. You’ll need to maintain it as you go.

Step 2: Decide Who Should Be on Your DNC List

This isn’t always as obvious as it sounds. Here’s who you might want to add:

  • Anyone who opts out via email, phone, or web forms
  • People who complain about unsolicited contact
  • Competitors or current customers (if you don’t want to prospect them)
  • Sensitive accounts (e.g., legal threats, internal staff, or VIPs)

What not to do: Don’t just bulk upload every bounced email or every “not interested” reply. That’ll make your list useless fast.

Step 3: Import Your Existing DNC List

If you’re new to Cognism or moving from another system, start by importing your current DNCs. Here’s how:

  1. Prepare your DNC file
    You’ll need a CSV with at least one identifier—email address and/or phone number are safest bets. Clean up duplicates and typos.

  2. Go to DNC Management in Cognism

  3. Click on your avatar or initials (top right)

  4. Choose “Do Not Contact List” or “DNC Management” from the dropdown

  5. Upload your CSV

  6. Click “Import”
  7. Upload your file

  8. Map columns (make sure emails and phone numbers are recognized)

  9. Review and confirm

  10. Cognism will show you a summary—double-check for errors
  11. Confirm to complete the import

Heads up: Cognism matches DNC entries by email or phone. If there are typos or missing fields, people may slip through the cracks. Garbage in, garbage out.

Step 4: Manually Add or Remove DNC Records

Sometimes you need to update the list on the fly:

  • To add an individual:
  • Search for the person or company in Cognism
  • Open their record

  • Click the “Add to Do Not Contact” button or similar option

  • To remove someone (if you’re absolutely sure):

  • Find the entry in the DNC Management area
  • Use the “Remove” or “Delete” option

Don’t remove entries unless you have a written record from the contact saying it’s okay. Seriously, this is where mistakes can get expensive.

Step 5: Set Up Automatic DNC Updates

The best DNC lists are updated without you needing to remember every single time:

  • Sync opt-outs from your email tool (if possible):
    Some tools let you automate pushing unsubscribes into Cognism. If yours doesn’t, consider setting a manual process—maybe a weekly export/import.

  • Use Cognism’s integrations:
    Check if your CRM or email provider has a direct integration. If so, set it up so unsubscribes flow both ways.

  • Document your process:
    Make a checklist or simple workflow so everyone knows how to handle opt-outs. Don’t rely on memory or Slack threads.

Reality check: Most teams skip this and end up with a mess. If you automate nothing else, automate this.

Step 6: Use DNC Lists When Searching and Exporting

Cognism’s DNC list is more than a compliance checkbox—it helps you avoid wasting time on bad leads.

  • When searching in Cognism:
    DNC contacts are flagged or hidden. Respect it—don’t “just grab the info” anyway.

  • When exporting data:
    Cognism should automatically exclude DNC records. Still, spot-check your exports before running big campaigns.

  • If using outside tools:
    Remember: the DNC list only applies inside Cognism. If you load data into another tool, you need to cross-check DNCs there too.

Step 7: Keep Your List Clean and Up to Date

A DNC list isn’t a fire-and-forget thing. Here’s how to keep it working:

  • Regularly audit the list
    Once a quarter, check for duplicates, typos, or entries that shouldn’t be there.

  • Train your team
    Make sure everyone knows how to add people to the DNC and why it matters.

  • Don’t get cute
    Don’t try to “work around” the DNC by using alternate emails or phone numbers. Regulators don’t care about your excuses.

What Works, What Doesn’t, and What to Ignore

What works:

  • Clear process: Have one person (or team) own DNC management.
  • Automation: Sync unsubscribes from your outreach tool to Cognism.
  • Regular check-ins: Treat DNC like a hygiene task, not a panic button.

What doesn’t:

  • Manual tracking in spreadsheets: You’ll lose track. Fast.
  • Ignoring opt-outs “just this once”: It’s never worth it.
  • Uploading dirty data: Typos and duplicates make your DNC list pointless.

What to ignore:

  • Overcomplicating with multiple DNC lists: One list, kept clean, is all you need.
  • “AI-powered” DNC management: At this point, it’s mostly marketing spin.

Keep It Simple (And Don’t Overthink It)

Managing a do not contact list in Cognism isn’t rocket science, but it does take some discipline. Set it up, keep it updated, and don’t cut corners. Most mistakes happen when you get lazy or overcomplicate things. Start simple, automate where you can, and check your work. When in doubt, err on the side of not contacting. That’s a lot easier to explain than a compliance fine.