What’s the risk of using corporate role-based emails for B2C flows?
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You're running a B2C campaign and your list has info@, support@, sales@, and contact@ addresses on it. Those are shared inboxes or ticket queues, not individual humans. Mailing them with promo copy is asking for trouble.
What happens. Nobody owns the address, so your email lands in a queue where somebody marks it as spam or deletes it to keep the inbox tidy. That's a complaint or a delete with zero opens ahead of it. Mailbox providers read that as low-quality sending, and your sender reputation takes the hit across the rest of the list.
Some role addresses double as spam traps. abuse@ and postmaster@ feed straight into complaint-handling systems at the mailbox provider. Hitting them doesn't just fail to convert, it actively flags you.
Why it matters more for B2C. Your content is promotional, personal, and designed for a single reader. A B2B transactional email to support@ might at least get routed. A B2C discount code going to info@ is just inbox clutter that gets complained about. The mismatch is wider in B2C, and the deliverability cost is higher because your list is usually much larger.
Most ESPs flag role addresses automatically. Some reject them at upload. It's worth checking what yours does. For the ones that slip through, read what role-based addresses actually are and why they're risky before your next send.
Quickest fix. Run the list through validation before the campaign goes out. Review My Emails flags role-based addresses in the output, so you can suppress them, send a targeted "tell us your real address" email to collect a named contact, or quietly drop them. Whatever you do, don't send promos to info@.
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