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What is a Role Based email Address?


Role based emails are associated with a specific position or function within an organization rather than an individual. Examples include addresses like sales@, info@, contact@ and etc. These addresses are intended for communication related to specific roles or departments.

How do role based e-mail addresses damage your email marketing delivery?

Role-based email addresses can pose challenges to your email marketing delivery due to several factors. Understanding these challenges is essential for maintaining a positive sender reputation and optimizing the effectiveness of your email campaigns. Here are some ways in which role-based email addresses can potentially damage your email marketing delivery:

  1. High Risk of Spam Reports:
    • Role-based email addresses are often monitored by multiple individuals within a department or team. If the content is not relevant to all users sharing the address, it increases the likelihood of recipients marking your emails as spam.
    • High spam complaint rates negatively impact your sender reputation, which, in turn, affects your email deliverability.
  2. Low Engagement Rates:
    • Since role-based addresses lack personalization, recipients may perceive the content as generic and less tailored to their individual needs.
    • Low engagement rates, such as low open and click-through rates, can signal to email service providers (ESPs) that your emails are not resonating with recipients, impacting your sender reputation.
  3. Shared Access Challenges:
    • Multiple individuals having access to a role-based email address can lead to inconsistencies in engagement behavior.
    • Some users may engage with your emails while others might ignore them, making it challenging to accurately gauge the overall performance of your campaigns.
  4. Delivery to Spam Folders:
    • A high number of spam reports and low engagement rates may cause ISPs (Internet Service Providers) to route your emails directly to recipients’ spam folders.
    • Emails in spam folders are less likely to be seen by recipients, significantly reducing the impact and effectiveness of your email marketing efforts.

Using role-based email addresses in marketing requires careful handling. Shared access, potential for spam reports, and limited personalization make these addresses less ideal for campaigns. That’s why we label role-based emails as “Dirty” and strongly advise against sending marketing emails to such addresses. This straightforward approach helps mitigate challenges and ensures a more effective and secure email marketing strategy..


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