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What are role-based emails?

Role-based email addresses (like admin@, help@, sales@) are addresses that are not associated with a particular person, but rather with a company, department or group.

These addresses are not intended for personal use as they typically include a distribution list of multiple recipients.

Why are role addresses an issue for marketers?

  • Prime target for spammers: Easily "harvested" off the internet.
    • Senders with a high percentage of role accounts on their list(s) are at a higher risk of getting blocked for using a "harvested" or purchased list.
  • Burden of proof: Typically, role accounts are sent to more than one person, making it very difficult to prove consent for each recipient
    • Explicit consent is required by law and our Anti-Spam Policy.
  • It's a trap: Role accounts are often used to blacklist senders that get caught sending to "honeypot" spam traps.
    • Blacklist providers like Spamhaus will treat any email sent to these addresses as spam by default because they say it was obtained and used without permission.
  • Complaints: Sending to role accounts increases the risk of spam complaints and affects your Sender reputation.

What does CakeMail do about these types of email addresses?

We maintain a master suppression list of more than 400 common role-based addresses. While the full list is not made public, we can tell you it does get updated frequently to ensure our clients maintain a high level of email delivery.

Typical role-based email accounts include:

  • sales@
  • support@
  • office@
  • admin@
  • abuse@
  • postmaster@
  • webmaster@
  • billing@
  • help@
  • noc@

When someone attempts to send to a role-based email, these emails are automatically suppressed and do not get sent.