Deliverable but risky emails

What are “deliverable but risky” emails and what to do with them?

Risky emails are the email addresses that exist but are currently facing technical issues that show very low engagement in that mailbox.

We classify them as “risky” because they may cause quality issues for your campaigns. The table below summarises the 3 main sub-categories you may have encountered under your “deliverable but risky” emails.



Let us now go deeper into each of them:

Accept-all email address:

Also known as catch-all, an accept-all email account is an account that is set up to receive all messages sent to a specific domain.

For example, you have two email addresses for the domain coolexample.com; sales@coolexample.com, and webmaster@coolexample.com; you can set up info@coolexample.com as an accept-all email account.

Then, any email messages sent to manager@coolexample.com (or any other invalid email address) are sent to the accept-all account (info@coolexample.com).

Unfortunately, many Spammers can take advantage of this and send a lot of Spam. This means:

The email address is likely to receive a lot of spam which could have led to low engagement

It doesn’t belong to one specific person, which again means low engagement.



If you have catch-all addresses in your email list and are unsure about what to do, consider these questions:

Is your list opt-in or double opt-in?

Are they your customers?

What are your email marketing goals?

By doing this, you will have a starting point for creating your email marketing strategy.

For example, if your list is double opt-in, then there is a higher chance that the mailbox is in use since somebody clicked on the link sent to that address.

Role-based email addresses:

Examples include commonly used email addresses such as support@, info@, and sales@. These are addresses that are not associated with a particular person, but rather with a department, group, or company.

Since various people might have access to it, they are known for low open rates and more bounces. It might be worth analyzing the same questions that you did for catch-all email addresses (above).

Disposable email address:

Put simply; these are temporary, throwaway email addresses that can be created when needed. They usually have a short life span - about 10 minutes, which is just enough to click on the link you send them.

Since these types of emails cease to exist after some time, it is not recommended to include them in your campaigns.
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