Why are role-based addresses considered risky?
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Picture this: you send a campaign to support@acme.com. Three different people check that inbox. One of them (maybe the new hire) doesn't recognize your brand and marks you as spam. Now your sender reputation takes a hit. That's the core problem with role-based addresses.
Role-based inboxes like info@, admin@, help@, and sales@ are unpredictable because ownership changes constantly. The person who opted in six months ago might have quit. The new support agent didn't give consent. When they hit spam, mailbox providers notice the complaint. If enough people from a role-based address do this, providers start filtering your mail harder.
There's another layer too. These inboxes tend to get hammered with automated messages and bulk mail. Providers already treat them with extra caution because of the volume and the mixed signals. So adding your legitimate campaign to that inbox means competing against a noisier baseline.
The fix: When you capture emails at signup, ask for an individual email address instead (first.last@company.com works great). If you already have role-based addresses in your list, consider a lighter touch. Try a re-engagement flow or validation check before sending to them.
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Every name links to their profile. Every company links to their site. Real people, real accountability.
