Avoiding temporary email addresses

If you are a marketer, or a company that relies heavily on its email list to generate business, it is vital that you keep that email list in as good a condition as possible. You need to ensure that all addresses are active, relate to a real person, and are unlikely to generate any form of significant bounce rate every time you carry out a mailing campaign.

So, if you have a few temporary email addresses, also known as disposable email addresses or burners, what harm can that possibly do? After all, a temporary email address is more likely to be active, belong to a genuine person, and therefore less likely to bounce your emails. Wrong, and to understand why, you need to understand why people have or use a temporary email address.

The reason will usually fall into one of two categories. The first category is those people who want to protect their principal email account from marketing publicity or spam. It may be that they want to buy a product from one company, but don’t want their email account to be used for subsequent marketing letters from that company, or its affiliates. There are rules and regulations in place that are supposed to help protect your email address from spammers, but not everyone you give your email address to is that honest, and will happily sell on email addresses that are of high value because they are active and usually from people who are happy to buy goods and products online.

If your email list has temporary email addresses from these people, then they will bounce for one of two reasons – the email account has been closed, or the recipient genuinely doesn’t want to receive any marketing emails. Thus, avoiding having such addresses on your list is paramount.

The second category includes those people who want to use an independent and temporary email address for fraudulent purposes. It could be to send out ‘phishing’ emails, promote a product that they want you to buy but which they don’t actually have – this is a very basic online fraud, or it could be to send either a link or attachment which will subsequently infect your computer with a virus.

It doesn’t take a rocket scientist to work out that these people are not going to be remotely interested in any marketing material you send them. More to the point, their temporary email address is likely to be shut down, either by them or their ISP, very shortly after it has been created, so there is an even greater chance that any email sent will bounce. Every time an email gets returned as undelivered, or reported as spam, this harms your reputation with either your own ISP or with any marketing company who deals with email campaigns on your behalf. As your email list is your most valuable asset, of greater value than any stock you may hold, it makes perfect sense to protect it every way you can.

Published: 2018-02-05 14:14:00