To answer why EDM organizations won’t easily allow role-based email subscribers we first need to understand the implications of being marked a spammer (a sender of unsolicited emails).
How spam affects Mailchimp, AWeber and others
What makes this scenario even worse for Constant Contact and other such organizations is that there are only a few spam filters that power most email addresses worldwide. For example, Postini by Google is used for the billions of email addresses used in Google Apps and Gmail to identify spam and Microsoft SmartScreen helps users of Outlook and Hotmail to avoid excessive spam. If just one of Postini or SmartScreen started marking all emails sent by, say, Mailchimp as spam then this could destroy Mailchimp as a company
Why role-based email addresses are bad for email companies
All this talk of the dangers of being marked a spammer is great but how is this related to role-based email addresses? Quite simply, role-based email addresses by design are created to be received by any one of a group of people. The issue of role-based subscribers is best illustrated using an example:
- Mary and John both access the role-based email address called firstname.lastname@example.org. They work for an electronics manufacturer.
- Mary subscribes to receive email newsletters from Yoga Black-belts (this is a fictitious company).
- One day John is looking through the emails received in the group mailbox called email@example.com and notices an email from Yoga Black-belts. As the name Yoga Black-belts, in the context of electronics manufacturing appears ‘spammy’, and seeing that John didn’t subscribe for the newsletter he marks the email as spam.
- Email at Mary and John’s company is by Google Apps. As Postini is a learning-system, All emails sent from the EDM provider for Yoga Black-belts will now potentially be automatically be marked as spam.
It’s simple to understand from the example just how easy it can be for a campaign to be marked as spam when the campaign is delivered to a role-based email address. And that is why the major providers such as Mailchimp make it very difficult to add role-based email addresses as subscribers.