Suped

What are the deliverability and user experience impacts of using email aliases for marketing?

Summary

Using email aliases for marketing can offer strategic benefits in personalizing sender identity, but it introduces several considerations for both email deliverability and user experience. While aliases themselves do not inherently harm deliverability, their improper or inconsistent use can impact how mailbox providers (MBPs) perceive your sending reputation and how recipients interact with your emails.

What email marketers say

Email marketers often weigh the benefits of personalization against potential risks to deliverability and subscriber trust when considering email aliases. While the goal is to enhance relevance, the practical implications of managing multiple sender identities and ensuring consistent user experience are key concerns.

Marketer view

Marketer from Email Geeks explains they plan to use location-specific aliases like seattle@ instead of a generic info@ for marketing communications, targeting recipients in those areas, primarily for major locations.

12 Aug 2019 - Email Geeks

Marketer view

Marketer from HireTop states that excessive or incorrect use of email aliases can degrade deliverability and hinder professional communication.

15 Jan 2024 - hiretop.com

What the experts say

Email deliverability experts generally advise caution when using email aliases for marketing, emphasizing the critical role of consistent sender reputation and proper authentication. While aliases can offer personalization, the technical intricacies and the way mailbox providers assess sender identity often favor a more stable 'from' address.

Expert view

Expert from Email Geeks believes that using email aliases for marketing is generally acceptable, though cautions that each alias can develop its own reputation, potentially affecting deliverability if a positive reputation is not established.

12 Aug 2019 - Email Geeks

Expert view

Expert from Spam Resource highlights that sending from many distinct 'from' addresses, even if they're aliases, can segment sender reputation across those identities, making it harder to build a unified positive sending history.

22 May 2024 - Spam Resource

What the documentation says

Official documentation and technical guides provide foundational understanding of how email aliases are defined and how they interact with mail servers and authentication protocols. These sources emphasize that while aliases simplify internal routing, they are distinct from primary sending addresses and require careful management to ensure deliverability.

Technical article

Documentation from Higher Logic describes role-based email addresses as generic addresses, such as info@ or sales@, typically assigned to a mailing list or job function rather than an individual person.

08 Aug 2019 - Higher Logic

Technical article

Documentation from ScalaHosting Blog clarifies that an email alias does not possess its own inbox and does not require a separate account. It functions by instructing the mail server to redirect incoming messages to another designated inbox.

15 Aug 2022 - ScalaHosting Blog

15 resources

Start improving your email deliverability today

Get started