Role accounts

A question came up on a recent deliverability panel about role accounts.
roleaccount

What is a role account?

A role account is an email address that goes to a particular role or position rather than to a person. In many cases email to that address gets sent to a ticketing system or sent to multiple people. Sometimes the address does go to a single person. The point of role accounts is to have standardized addresses that can be contacted at most domains.

Why do people use role accounts?

Businesses use role accounts for a number of reasons.

  • To maintain coverage for certain addresses after hours.
  • To provide one point of contact that can be passed on to different employees (on call pager).
  • To maintain business continuity.
  • To route email to the appropriate departments or people.
  • To route email to ticketing systems.

Even businesses as small as Word to the Wise use role accounts. There are certain messages we value so much, we route those addresses to multiple people inside the company. Some sole proprietors also use role accounts to keep certain messages out of their personal inbox.

Why do many ESPs prohibit mailing to role accounts?

Because role accounts are about a position, not a person, it’s hard to guarantee there is permission associated with the subscription. In fact, even if one of the recipients opted in the role account it’s possible other recipients would see the mail as spam.  It is true that some role accounts are used as personal addresses, but this is not the normal use case. On balance, blocking mail to role accounts minimizes spam complaints with very little collateral damage.
It’s not just ESPs that prohibit mail to role accounts. Some mailing list providers (Yahoogroups, for instance) prohibit adding some role accounts to accounts they host.
Yes, there are cases where role accounts are the right place to send bulk mail. Accounting mail between companies are the obvious use case. There are some small businesses that use role accounts to subscribe to lists and get business mail.

What if I need to mail role accounts?

Some ESPs allow mail to role accounts, if certain conditions are met. These conditions vary by the situation. If you’re in a place where some addresses are blocked. Be prepared to demonstrate your opt-in process and how you’re verifying the accuracy of the subscription. You may also need to submit samples of your emails and some justification for mailing the role accounts.
Different ESPs have different rules for granting exceptions. Some ESPs will not grant exceptions to their policies so you may have to find an ESP that better fits your needs.

Conclusion

Overall, role accounts are about email to a particular job function. These functions are not always good targets for marketing mail, particularly unsolicited marketing mail. This is why ESPs often prohibit mail to role accounts by default. However, as with everything in email there are some exceptions. If you have an exceptional issue talk to support or deliverability about your needs and if there are ways to alleviate their concerns.
 

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ESPs and consolidation

Earlier this week Bloomberg news reported that an anonymous source  told them Verizon was looking to acquire or investigate a partnership with AOL. It didn’t take long for the Verizon CEO to quash the acquisition rumors. Acquisitions and partnerships have always been around in technology, this is nothing new. But it made me think a little bit about the acquisitions and mergers in the ESP space.
The last 2 years have seen unexpected purchases of ESPs. Oracle bought Eloqua. Deluxe acquired Vertical Response. IBM has acquired a number of players in the email space, including parts of mail.com, SilverPop and Pivotal Veracity. eBay acquired e-Dialog. Salesforce acquired ExactTarget. Big companies seem to use the acquisition process to acquire the technology needed to send mail to and on behalf of their customers.
I’ve heard some people claim this is the beginning of the end of the stand alone ESP. I disagree. I think there is enough market demand to support stand alone ESPs. But the market is crowded and there are a lot of ESPs out there. There will be some consolidation. Some ESPs will be bought, either for their technology or their staff. Some ESPs will change and add more features. Some big companies will decide to install big appliances to run their own marketing in house.
Things will change but that’s what happen as a market matures. And the ESP market is maturing.
Who do you think will be bought next?

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May 2015: The Month in Email

Greetings from Dublin, where we’re gearing up for M3AAWG adventures.
In the blog this month, we did a post on purchased lists that got a lot of attention. If you’ve been reading the blog for any length of time, you know how I feel about purchased lists — they perform poorly and cause delivery problems, and we always advise clients to steer clear. With your help, we’ve now compiled a list of the ESPs that have a clearly stated policy that they will not tolerate purchased lists. This should be valuable ammunition both for ESPs and for email program managers when they asked to use purchased lists. Let us know if we’re missing any ESPs by commenting directly on that post. We also shared an example of what we saw when we worked with a client using a list that had been collected by a third party.
In other best practices around addresses, we discussed all the problems that arise when people use what they think are fake addresses to fill out web forms, and gave a nod to a marketer trying an alternate contact method to let customers know their email is bouncing.
We also shared some of the things we advise our clients to do when they are setting up a mailing or optimizing an existing program. You might consider trying them before your own next send. In the “what not to do” category, we highlighted four things that spammers do that set them apart from legitimate senders.
In industry news, we talked about mergers, acquisitions and the resulting business changes: Verizon is buying AOL, Aurea is buying Lyris, Microsoft will converge Office365/EOP and Outlook.com/Hotmail, and Sprint will no longer support clear.net and clearwire.net addresses.
Josh posted about Yahoo’s updated deliverability FAQ, which is interesting reading if you’re keeping up on deliverability and ESP best practices. He also wrote about a new development in the land of DMARC: BestGuessPass. Josh also wrote a really useful post about the differences between the Mail From and the Display From addresses, which is a handy reference if you ever need to explain it to someone.
And finally, I contributed a few “meta” posts this month that you might enjoy:

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Buying lists costs more than just money

ShadyGuyWebsiteI’ve been talking to a lot of companies recently who are dealing with some major delivery challenges probably related to their practice of purchasing lists and then sending advertising to every address on the list. They assure me that their businesses would be non-viable if they didn’t purchase lists and it has to be that way.
Maybe that’s true, maybe it is more cost effective to purchase lists and send mail to them. I know, though, that their delivery is pretty bad. And that a lot of the addresses they buy never see their email. And that they risk losing their ESP, or they risk being SBLed, or they risk being blocked at Gmail, or they risk bulk foldering at Hotmail. There are a lot of risks to using purchased lists.
The reality is it’s only getting harder to mail to purchased lists and it’s getting more expensive to mail purchased lists. Paying for the list is a small part of the cost of using them.
Other costs incurred by companies using purchased lists include:
1) Having multiple ESPs. There are certainly legitimate reasons for companies to use different ESPs but there is a cost associated with it. Not only do they have to pay for duplicate services, but they spend a lot of employee time moving lists and recipients around to see who might have the better delivery today.
2) Multiple domains and brand new websites for every send. Landing pages are good marketing and are normal. But some ISPs track the IPs of the landing sites, and those IPs can get their own poor reputation. To get around it, senders using purchased lists often have to create new websites on new IPs for every send.
3) Complicated sending schedules. Sending schedules aren’t dictated by internal needs, they’re dictated by what ISP is blocking their IPs or domains (or even ESP) right now.
All of these costs are hidden, though. The only cost on the actual bottom line is the money they spend for the addresses themselves and that’s peanuts. Because, fundamentally, the folks selling addresses have no incentive to take any care in collecting or verifying the data. In fact, any verification they do only cuts into their profit, as buyers won’t actually pay for the verification and data hygiene and it also reduces the size of the lists they can sell.
And, no, data hygiene companies that look for traps and bounces and “bad addresses” don’t take a bad list and make it good. They just take a bad list and make it a little less bad. If the recipients don’t want the mail, all the hygiene in the world isn’t going to get that message into the inbox.
Outsourcing address collection to list selling companies is more expensive than it looks on paper. That doesn’t stop anyone from building a business around purchased lists, though.

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