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Email deliverability is becoming increasingly more important and more difficult to manage these days. One easy way to make sure your email is getting delivered to you, is to stop using a role based email address.

What is a role based email address?

A role based email address is an address that is typically a company address not associated with a single, specific person. Examples of role based emails are info@, help@, support@, admin@, etc… These addresses are usually intended to go to a group of people. Like an email addressed to support@ might be distributed to 10 people in the support department.

When role based emails are sent with marketing content, they are commonly blocked by email providers because they have a high bounce rate, a high opt-out rate, and get more than their fair share of spam complaints. Furthermore, since spam compliant email systems require explicit consent by a real person, it is difficult to prove an individual actually gave you permission to send an email to info@.

For these reasons, when you send emails to role based emails, don’t expect them to get delivered.

If you use a role-based email for yourself, like info@, you should change it immediately. You probably have noticed that often times people say they sent you an email and you never got it. Now you know why.

Many email systems will flag role based emails as “High Risk” and not even let you send to that address in the first place.

In summary: If you have a role based email address as your personal email address, it is likely being blocked or will be blocked, either by the sending email system, the receiving email system, or somewhere along the way.

Get yourself a real email address today.

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