Corporate emails are safer for a newsletter to arrive in the inbox, as they are more stable than a free provider.

Providers like yahoo, gmail and the like are more likely to generate errors like:

• Disposable emails (created just to take part in a promotion and then abandoned).
• Emails that haven’t engaged for a long time (they exist, but the user doesn’t interact with anything).
• Spamtraps (addresses created by the providers themselves in order to identify list buyers).

Because they are more secure than free providers, corporate emails are valuable for newsletter campaigns, but special care must be taken when selecting your records.

Email verification is known to optimize the deliverability of email marketing in the inbox, as well as helping to increase ROI and reduce Cost per Lead.

However, a common belief is that you only need to check your email once for your newsletter campaigns to arrive safe and sound in your audience’s inbox.

Corporate emails are used and cared for differently from personal emails. That’s why SafetyMails brings you this article, in which we explain:

• Because the newsletter sender must check their list frequently.
• Why recipients prefer to receive the newsletter in their primary account.
• Differences in inbox checking times.
• How to register.
• Differences between personal and sectorized emails.
• The danger of scraped emails.

The newsletter sender should check their list frequently

Anyone who works with sending out mass newsletters should be aware of one particular feature of corporate emails.

Addresses are changed and replaced all the time, because the email cycle is related to the length of time an employee stays with a company.

Brazil has more than double the world average for turnover in companies, according to research by Robert Half.

In other words: if we need to be careful with changes and abandonments of email accounts, attention to corporate emails must be doubled.

In other words, those who send newsletter campaigns must make a commitment to checking their lists more frequently than those adopted for emails from free domains.

Recipients prefer to receive newsletter in primary account

We know that practically all recipients have more than one email account.

Normally, one primary (used more frequently) and one secondary (older, for receiving other types of emails or even abandoned due to excessive spam).

The advantage of the corporate email account is that it functions as the recipient’s primary account for as long as the user is part of a company.

According to data from Zettasphre, primary email accounts account for an average of 83% of opens, compared to just 16% for secondary email accounts.

Data from the DMA – Data & Marketing Association – shows that consumers are more likely to register their primary emails with brands they trust.

This is another important fact to remember when building the mailing list that will receive your newsletter campaign.

Obviously, both types of email accounts (personal and corporate) have different purposes for use.

The personal account receives more promotional newsletters. The corporate account receives more newsletters related to the business in which the recipient is involved.

As a digital marketing manager, you need to know these differences and use them to your advantage so that your newsletter reaches your audience’s inbox.

Differences in inbox checking times

It’s also important to take into account the time at which the newsletter is sent. Each type of email (personal and corporate) has specific interaction times and also an average number of daily checks.

Corporate emails are usually checked several times throughout the day, as well as on various devices, such as smartphones and laptops.

Therefore, those working on newsletter campaigns can (and should) segment their audience according to the best time to access the inbox.

According to Hubstpot, business hours have the highest number of email reads, which reinforces the importance of corporate email bases – and their quality.

Careful how you register

It’s always good to remember that corporate emails have domains that may be written in other languages.

When the recipient registers in a hurry to receive your newsletter, they may make a mistake when typing, changing or deleting a letter in the email.

As a result, this causes noise in the communication and invalidates the registration.

The typing of registration forms also needs to be checked, preferably at the time the lead registers.

In this way, the invalid email does not become part of the list of addresses that will receive the newsletter.

Discover SafetyMails’ real-time email verification API and protect your registration forms!

Differences between personal and sectorized emails

Corporate emails that opt in to receive a newsletter can be personal or sectorized.

In other words, they can belong to the employee or to the position held by the employee.

If an email is, for example, “fernanda@yourcompany”, this is a personal email that will be received by Fernanda, and not by someone else within the company.

If an email is “rh@yourcompany”, we know that it is a sectorized email, used by an HR professional (no name is specified).

Or the sectorized email could just be a redirect to the entire Human Resources team.

The disadvantage of sectorized email is that when one employee is replaced by another, the email account remains the same, only now with a user who has different relationships, behaviours and preferences to the previous user.

If the previous employee opted in to your newsletter and the current one doesn’t want to receive it, they could activate the spam button, jeopardizing your entire campaign.

Do not send newsletters to role-based emails

Still on the subject of sectorized emails, anyone who works with sending newsletters should pay the utmost attention to what we call scraped emails.

Email addresses with names such as contact@, adm@, finance@, sales@ (just to name a few examples) are picked up by robots to build email lists.

Therefore, be very careful when sending a newsletter to “generic” emails, because if they are categorized as scraped, the sender’s name will end up on a blacklist.

When building your mailing list to send a newsletter, give preference to personal corporate emails.

The newsletter is a great communication and conversion opportunity for your business.

But, as you’ve seen, it requires special care when it comes to maintaining it within your business’s records.

Always keep an eye on your emails and check them frequently!