Defining the Catch-All
A 'catch-all' (or accept-all) email server is configured to accept all emails sent to a specific domain, regardless of whether the specific mailbox exists or not. For example, if you send an email to [email protected], a standard server would bounce it. A catch-all server will accept it, usually routing it to a central admin inbox.
Why Are They Risky?
When you verify an email list, catch-all addresses are often marked as 'Risky' or 'Unknown'. This is because the verifier cannot definitively say if the specific user exists. The server says 'Yes, I accept email', but it might silently delete it later or bounce it after the initial handshake.
The Danger to Deliverability
If you send a campaign to a large number of catch-all addresses, and many of them turn out to be invalid, your bounce rate will spike. This hurts your sender reputation. Furthermore, some organizations use catch-all configurations as a defense mechanism against spammers, making it harder to keep your list clean.
Strategies for Handling Catch-Alls
So, should you delete them? Not necessarily. Catch-all addresses often belong to legitimate businesses. Deleting them means missing out on potential leads. Here is a safer strategy:
1. Segment Them
Don't mix catch-alls with your 'Valid' emails. Create a separate segment for them.
2. Send in Small Batches
Drip feed your emails to this segment. Instead of sending 1,000 at once, send 50 or 100 a day. This minimizes the impact of any potential bounces.
3. Monitor Closely
Watch the performance of this segment like a hawk. If you see a bounce rate higher than 5%, stop sending and re-evaluate.
4. Use a Secondary Domain
If you are doing cold outreach to a list with many catch-alls, consider using a separate sending domain to protect your primary domain's reputation.
Conclusion
Catch-all emails are tricky, but manageable. By understanding the risks and employing a cautious sending strategy, you can still extract value from these contacts without jeopardizing your email program.
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