Don’t Send Role-based Emails

Don’t Send Role-based Emails

Nearly all great prospecting salespeople send out emails to potential prospects. I even teach some of these tactics in my book Eliminate Your Competition.

However, no respectable salesperson should ever send a blind email to a role-based email address. It is fraught with potential repercussions and almost guaranteed to fail. It is simply not worth it.

What is a role-based email?

As the name says, role-based email accounts are associated with a particular role like sales, editor, admin, etc. A role-based email account is not associated with one single person, but with a group of peoples or a department. Role-based email accounts start with admin@, editor@, sales@, inquiry @, etc.

Downsides of role-based emails

As a role-based email account is associated with a group of people or a department, it is harder to show explicit permission of each recipient. Explicit permission is required by email marketing laws and best practices.

You are more likely to put yourself on a black list if you send role-based emails. Various blacklist services like Spamhaus treats marketing emails sent to role-based email accounts as spam. Because such role-based email accounts are either harvested or used without the explicit permission of recipients.

Role-based email account not only increases the risk of spam complaints but also pulls down the overall engagement rates of your marketing campaigns. The majority of the email service providers like MailChimp maintains a suppression list of role-based email accounts meaning emails will not be sent to such email accounts for maintaining email deliverability rates and protecting senders reputation.

A better way

If you must send blind emails to people, don’t send it to a role. Instead send that email to a person. You should follow the suggestions I put into an earlier post to find the email address of real people at your prospect and send that individual a personalized email.

One of the best tools that I have seen is Hunter. I first learned of Hunter from Emanuel Carpenter and his book Brain Dump: 167 Tips & Tricks from a Six-Figure Sales Prospecting Legend. You should read that book if you want to develop great skills for prospecting.

Carpenter, E.R. Brain Dump: 167 Tips & Tricks from a Six-Figure Sales Prospecting Legend (Kindle Locations 617-622). Forest Wade Press. Kindle Edition. (content reformatted to make it easier to read on this site)

Photo by buggolo

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