Emarsys takes certain precautions to make sure you do not unwittingly send marketing emails to role addresses. In this article we explain why.
What are role addresses?
Role addresses are the administrative email accounts that all companies use to collect incoming emails that should be handled by a group or department. Typical examples are help@, mailer-daemon@, admin@, etc.
Why should we not send to role addresses?
There are two main reasons not to send marketing content to role addresses.
- It’s bad practice – These email accounts were built for efficiency and functionality, not one-to-one communications. Most of the time they are system or administrative inboxes and used solely for such purpose. It is very unlikely that anyone would intentionally use such an address to subscribe to a Newsletter, and your response rate will reflect that.
- It’s a risk – Since your content is not what the recipient will expect to see in that inbox, you run a high risk of the email being instantly deleted or marked as spam. And since you are not sending to a known individual, it is impossible to prove that the person opening the email has given their consent for you to send it, raising the likelihood of a complaint.
Furthermore, these addresses are often publicly available on websites, meaning they are easily picked up by spammers. Email providers know this and monitor emails sent to role accounts, often using them as spam traps.
What can I do to avoid this?
You can also create a segment using the contact criterion Email begins with to filter out contacts with other role addresses:
Are there any exceptions to this?
Yes. We due to high demand from our customers, we have made exceptions for the sales@ and info@ role accounts and not included them in our blocklist. However, we still strongly recommend not to send to these addresses unless you know for sure that your content will be welcome.
If there are role addresses on our blocklist that you do need to send emails to, for example transactional messages, we can also make individual exceptions; please contact Emarsys Support.
Common role addresses blocked by Emarsys
For more information on the definition of role accounts and their purpose, you might want to read the Internet Engineering Task Force memorandum on this subject: