Role-Based Email Addresses: Should You Send to info@ and sales@?

Role-based addresses (info@, sales@, support@, admin@, billing@) are managed by a team and often read by several people.

Why they are treated as risky

• Several people can mark your email as spam.
• Engagement is low and hard to attribute.
• Some roles, such as abuse@ or postmaster@, are monitored for complaints.
• Many marketing laws expect a clear relationship with an individual.

When they are fine

• Transactional messages that were requested, such as invoices
• B2B outreach where a role address is the only public contact
• Support and partnership conversations that start one to one

When to avoid them

• Newsletters and promotions
• Large cold campaigns
• Sign-up flows where you want to identify a person

What to do

1. Let your verifier label role addresses.
2. Exclude them from bulk marketing by default.
3. Where they matter, send small, relevant and personal messages.
4. Ask for a personal address in forms.

Verify and label your list with the bulk verifier, then decide per segment.