software email marketing

General contacts: the secret ingredients to create the perfect list!

Our grandmothers used to say that everything is good to make the soup. If this tip for some can still be considered useful in the kitchen, it can not be used also for the e-mail marketing strategy. E-mail marketing, in fact, in order to be effective, must be a quality concentrate, where it is not the quantity the most important thing, but rather a targeted and personalized communication.

For these reasons, in this article, we want to focus on the secret recipe to create the perfect list, the first step in managing your e-mail marketing strategy. As mentioned many times, the ideal list is made up of people who have freely chosen to receive our newsletter: it is good to encourage them, but to put them in our contact list against their will is even illegal.

And what about generic contacts? Let’s see how to deal with these addresses in order to have clean and effective lists that help keeping the IP reputation high.

What are the generic contacts?

Generic addresses are all those addresses that can not be linked to a single person, but they are rather addresses associated with roles and / or business departments.

Is it useful to send newsletters to these addresses? The answer is not at all. These addresses do not require consent for the use of personal data, but this does not mean that they can be contacted indistinctly. In fact, they can use the protection tools provided by the law (inhibitory actions, damages actions, denunciation actions …).

Generic addresses: how to recognize them

A study conduct in 2015 wanted to now more about generic addresses by dividing them into different categories and by trying to understand what effects they had on deliverability.

According to this study, generic contacts define a responsibility rather than a person and  they can be divided into:

– Broadcast addresses, are e-mails like all@, info@, admin@ or staff@. These addresses are usually connected to multiple people at the same time.

– Location addresses, such as CEO@, commercial@, marketing@. These addresses correspond to a person, but can change over time.

– Service addresses, such as ftp@, support@, admin@, help@, postmaster@, hostmaster@ or uucp@. These are addresses that are used as an interface to a service, so they are automatic addresses.

– Test addresses, such as test@ or asdf@. These addresses are usually difficult to find because they are internal test used by the company.

Abuse addresses, like spam@ or abuse@. These addresses, designed to identify bad submissions, should never end up in a list.

These subcategories of generic addresses help us understand that it is not only a risky to send newsletters and DEMs to these addresses, but it is also dangerous for our deliverability.

Choose the quality of your ingredients to make the perfect lists for the e-mail marketing strategy!