Hide My Email Elevates Risks of Temporary Email Addresses
Email marketing is a great way to build long-term relationships, but marketers have always wrestled with accepting low-value email addresses from would-be subscribers. B2C brands wonder if a subscriber has provided their primary email account or a secondary address they check far less frequently. And B2B marketers debate accepting freemail addresses or only corporate email addresses, which make lead scoring easier. While businesses can make a “something is better than nothing” argument for accepting secondary email addresses and freemail addresses, it’s harder to say the same when it comes to disposable or temporary email addresses.
That’s because you can’t build a relationship with someone who uses an email address that’s typically designed to expire within hours. Beyond cluttering up your CRM database with dead end contact data (the biggest risk), there’s also a small risk your sender reputation will be impacted since any email sent to a disposable email address after it expires hard bounces. When accepting a temporary email address, you’re banking entirely on the value of being able to deliver what’s generally a one-time transactional email, signup incentive, or content download to that person.
The impact of temporary email addresses is now more pressing because of newly released updates to Hide My Email, a privacy feature Apple is promoting alongside Mail Privacy Protection.