4 Kinds of Email Addresses That Are Damaging Your Deliverability
Here are four types of offending addresses and how to deal with each of them effectively:
- Invalid Email Addresses. These addresses are unmailable, which means they don’t match any existing email accounts.
- Spam Traps. All spam traps pose risks to marketers, but the most harmful are pristine spam traps—email addresses created by inbox providers and blacklisting organizations to identify spammers.
- Role-based Email Addresses. These include departmental addresses, such as “email@example.com” or “firstname.lastname@example.org.”
- Inactive Subscribers. These fall into two categories: never-actives and chronic inactives. Never-actives are new subscribers who haven’t engaged with any of your emails; chronic inactives have opened and clicked through your messages in the past, but they have since ignored them for several months or longer.
For a detailed discussion of each of these…