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Email Marketing Tip: Dealing With Role Addresses

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Do you have any friends named “info” or “customerservice”?

If you do, our sympathies, because their parents were probably way over-invested in their careers. But in all likelihood, you probably don’t. Which leads to a very important principle about your email marketing: you always need to make sure you are marketing to real people.

Email addresses like “info@mycompany.com” or “customerservice@bigorganization.com” are examples of what we call role addresses. They are not addressed to a person, but rather to a job function and generally include a number of people on the distribution list. They serve a valuable purpose, particularly in larger organizations – if you have a problem with Amazon.com, for example, you don’t want to wait for Cindy to get back from vacation first to respond to you.

You probably realize that role email addresses create the same problems as any other non-person in your marketing database: wasted human effort, lower response rates, bounces, and the like. However, there are several other important reasons to purge role addresses from your contact database:

Bounce Rate. Role emails are generally the responsibility of an email administrator.  These administrators are not always kept in the loop when individuals move onto other positions or leave the company.  This can result in a role email’s distribution list not being up-to-date and emails being sent to inactive email addresses.  These inactive addresses are usually set to automatically bounce emails, resulting in a higher bounce rate and poorer campaign performance.

Blacklisting. Spamming a role email address doesn’t just annoy people. As one article points out, it can trigger spam complaints and damage your sender reputation – in fact, role accounts are often used as spam traps by account holders. This can lead to your IP being blacklisted for the entire organization, cutting you off from leads or even existing customers far beyond the original email.

CAN-SPAM compliance. Permission to send email is fundamentally a contract with an individual, and marketing to a role email address risks having your materials go to people who did not opt-in or agree to your terms and conditions – putting you at risk for being in violation of the US CAN-SPAM act that governs email marketing.

New laws. In Europe, the new General Data Protection Regulation (GDPR) takes effect in 2018, severely restricting unsolicited email marketing. While it is not always clear that you are mailing to Europe (for example, many people do not realize that household names like Bayer and Unilever are based there), you are still bound by their laws and potentially stiff penalties. Eliminating role accounts from your contact database is an important part of mitigating this exposure.

Exponential risk. When it comes to risk, role addresses are the gift that keeps on giving. One of these addresses may go to 10 different people or more – and only one of them needs to complain to get you in trouble. Moreover, you can easily get multiple complaints for the price of one errant message.

Customer reputation. When someone signs up for your contact list using a role address, it is a form of “friendly fraud” that absolves them from personally receiving your emails – much like the person who signs up as “Donald Duck” to receive a free marketing goodie. But when other people start receiving your materials without their permission as a result, it is not a good way to start a customer relationship.

Thankfully, avoiding role-based addresses is relatively easy. In fact, many large email marketing providers won’t import these address in the first place. Or if you manage your contact database from within your own applications environment, we can help. Our email validation capabilities flag role-based addresses in your database like sales, admin, support, webmaster, billing, and much more. In addition, we perform over 50 verification tests, clean up common spelling and syntax errors, and return a quantitative quality score that helps you accept or reject addresses at the point of import.

So, with pun fully intended, your role in data quality is to ensure that your online marketing only goes to live, real people who welcome your message. Our role is to automate this process to make it as frictionless as possible. Together, we can keep your email contact data ready to roll!

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