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Role Addresses and Their Effect on Email Deliverability

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19 Jan 2021

Role Addresses and Their Effect on Email Deliverability

The success of any email marketing campaign depends upon its email deliverability. The more emails that are delivered, the more successful the campaign is. A number of factors come into play when deciding if an email will be successfully delivered or not.

Email delivery is important because you want to be sure that your emails are reaching the intended audience. Having a high email delivery rate depends on several factors.

In this article, we will be discussing one such factor, role address. Let’s get to know what role addresses are, how they affect email deliverability, and what we can do about it.

What are Role Addresses?

Role addresses are organizational emails addresses that might belong to one domain or a certain designation or a function. They are not personal email addresses.

Role addresses can be used and managed by more than one individual. They usually have a distribution list so that every email sent to a role email address is further distributed to everyone on the distribution list.

Role addresses are not meant for individuals, rather they are intended for a specific service or domain. Any email reaching the role email address will be routed to all the individuals that are responsible for that specific task.

Role addresses are especially important in big organizations as they are used to collect complaints, provide services, and address different customer concerns.

Types of Role Addresses

Designation Address

This email address belongs to a position or designation like admin, manager, HR director, etc. This email will reach one individual but that individual might change over time.

Example: [email protected], [email protected], [email protected], [email protected]

Service Address

These addresses are for providing services. These services might range from info to warranty or security, etc.

Example: [email protected], [email protected], [email protected]

Compliance Address

These addresses are for reporting spammers or registering customer complaints.

Example: [email protected], [email protected]

Broadcast Address

These are the addresses that forward a message to many recipients that might be providing a service. Messages received on broadcast addresses are broadcasted to several recipients.

Example: [email protected], [email protected], [email protected]

Test Address

They are generally for internal testing. They are used within an organization.

Example: [email protected], [email protected]

Email Deliverability

Email deliverability is critical for your business. A higher delivery rate will help you reach a wider audience as well as in making new customers. Email deliverability can be complex at times, and you need to consider several factors at the same time.

Making a good quality recipient list is important for success. A clean email list ensures that your emails do not bounce, that is, they are delivered to the intended recipient.

Role email addresses are something you do not want in your mailing list, as they might cause bounce backs in a lot of situations.

Problems Associated With Role Addresses

Role addresses are not personal and if any of them is present in your sender's list for your email marketing campaign, you might face the following issues:

High Bounce Back Rate

As role addresses are not just limited to one person, but any incoming email is broadcasted to everyone in the list, you might face email bounce back issues if your intended recipient is not on the distribution list. This might happen if the intended recipient has moved or left. A high bounce back rate will definitely hamper your email delivery rate.

You Can Get Blacklisted

As your email is broadcasted to several individuals, even if one of them finds your email unnecessary or unsolicited, you might be reported as spam and you might end up getting blacklisted if action is taken against your IP.

You Fall Short Of Compliance

It is always a good practice to give your users a double opt-in method so that they do not end up opting for your emails accidentally. This might be the case for most role email addresses that they accidentally subscribed to and were not presented with a double opt-in option. In such a case, you might be held accountable on account of non-compliance with CAN-SPAM and other such rules.

You Are Taking A Risk

Only one or two people might have signed up for your emails but if you send your emails to their role addresses, in case there are 10 people there, you will be spamming the rest 8 people with unwanted emails. This can hamper your IP reputation and email delivery rate.

Role-based email addresses that you should avoid sending emails to in any case. By sending emails to such addresses, you are at high risk and your IP might lose its good reputation.

What To Do?

There is a set of guidelines that you should follow to avoid any sort of problem.

What Not To Do?

If you want your email marketing campaign to be successful, make sure you follow the above-mentioned guidelines, while trying to provide the best content for your customers.CBT Mass Email Sender is an excellent software for high email deliverability rates.

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