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Watch those role accounts

Ben at Mailchimp has a post up explaining what role accounts are and why mailing to them can be a problem.

role addresses are built for functions, not people…

If you read down in the comments you will see that they talk about how some people do use role accounts for their subscriptions. Small businesses might have a limited number of email accounts with their hosting, so they use info@ or sales@ to sign up to lists. But, in many cases, sales@ and info@ addresses are intended for use by people who want to purchase from a particular company. Not for use by people who want to market to that company.

Be wary of role accounts on your mailing lists. Too many of them and compliance desks are going to start thinking your list may not be opt-in.

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