---
title: Deduplication Strategy
description: "Deduplication prevents the same email address from receiving multiple copies in a single batch. The plugin gives you control over how duplicates are handled. --- ## Default Behavior - Deduplication is **on by default**. - Only the most recent entry…"
url: "https://brightleafdigital.io/docs/deduplication-strategy/"
updated: "2026-10-18"
category: "Mass Email Notifications for Gravity Forms / Explanations & Concepts"
---

# Deduplication Strategy

Deduplication prevents the same email address from receiving multiple copies in a single batch. The plugin gives you control over how duplicates are handled.

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## Default Behavior

- Deduplication is **on by default**.
- Only the most recent entry for a given email address is used when multiple entries exist.
- Merge tags pull data from that most recent entry.

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## Allowing Duplicates

- You can disable deduplication in the feed settings.
- Every entry that matches the filter will send an email, even if addresses repeat.
- This is useful if each entry represents a distinct action, like:
  - Multiple donations from the same donor.
  - Event RSVPs where each entry should get a confirmation.

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## When to Be Careful

- Allowing duplicates can overwhelm recipients with repeated emails.
- In most marketing scenarios, deduplication should remain enabled.
- If using duplicates, consider adding conditions or segmenting entries carefully.

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Deduplication ensures cleaner campaigns by default, but you can override it when entry-level detail is important.