Home » Email aliases can make your life easier and hurt your business
Email aliases can make your life easier and hurt your business

Email aliases can make your life easier and hurt your business

Email alias é ótimo para quem não gosta de spam. Ou seja, todo mundo. Mas apesar disso, nem todo mundo fica feliz com o alias.

Esse grupo que não gosta de spam e nem de alias são os profissionais de marketing.

“Alias”, na linguagem de TI, significa apelido. Em outras palavras, são emails secundários criados para ocultar o endereço principal do usuário. Assim, o destinatário fica livre de receber spams.

Mas os profissionais de email marketing também não ficam felizes ao se livrarem dos spams?

Sem dúvida, sim. O que eles não gostam é do email temporário.

An alias can easily turn into a disposable (or temporary) address. This means the presence of invalid emails on the list.

Do you know how much this type of email impacts on the results of a campaign? Watch our webinar on this subject and prevent it!

The good thing about aliases is that they only exist for the user, because the spam stays there, without interfering with the main inbox of your default address.

This is because the owner sets up internal rules to forward only the messages that matter to your main email address.

Let’s look at the downside of email aliases next.

Why email aliases harm email marketing

As its name implies, “alias” is a nickname, i.e. it’s not the main one.

And, as its degree of relevance is in the background, the chances of it becoming invalid – either due to inactivity or the user turning it off – are high.

If one of the cases mentioned occurs, the address that was once an email alias becomes a disposable (or temporary) email, which characterizes the dreaded bounce.

In other words, the message cannot be delivered because of a permanent, and therefore serious, flaw. This is a hard bounce; the most damaging type of all!

Lists containing 3% bounces are blocked by ISPs and senders are classified as spammers.

This is terrible for the reputation of those who work with email marketing, because, as well as having their communication interrupted, the chances of generating new leads are reduced to practically zero, as their names are blacklisted.

It’s a vicious circle: first, the provider blocks internally and then sends the sender’s name to the blacklists. Finally, it consults the same blacklists to protect its anti-spam filters.

How to know if you’re on a blacklist

There are obvious signs that you may have been listed. A high bounce rate is a strong indication that something is very wrong. At the very least, your emails are blocked in some provider’s spam folder.

Low open rates and complaint rates (when the recipient clicks the “this is spam” button) are not good signs either.

There are also tools on the Internet that check which domains are on spam blacklists.

MxToolBox is one of them. To check if your domain is listed, click on the “Blacklists” tab and enter the domain to be checked.

Email verification removes all bounces, spamtraps and harmful emails from lists, making them suitable for high deliverability rates.

Protect your lists and avoid blacklists. Open your account for free and get 100 credits to test our platform!

When email aliases are welcome

For those who don’t work with email marketing, email aliases are a godsend! First of all, it keeps you anonymous.

This is great for times when you want to download a rich material and don’t want to receive communications from that source.

Capture pages record prospects’ emails in order to turn them into leads. And to create a relationship, they send emails after giving away some free material.

For the corporate area, email aliases are also a good idea, as the main address can receive messages sent to different employees.

This can also be done to receive communications for different departments.

All this means practicality and time savings for organizations, since messages sent to different recipients are centralized at the main address.


Email aliases can be good or bad. It all depends on your intentions with it. For the user, it represents agility and protection, because of its anonymity.

For marketing agencies, on the other hand, secondary emails are a threat because they can easily become disposable addresses; one of the most serious categories of delivery failures, i.e. hard bounce.

To prevent hard bounces from damaging email marketing lists, you need to check your emails frequently. Only with a sanitized list can you achieve high deliverability rates.


How can email aliases harm my business?

If the owner stops engaging, or simply deactivates the email alias, the address becomes invalid. And this category signals a hard bounce; one of the most serious email delivery failures.

Lists containing 3% bounces are blocked by ISPs and their domains are sent to international blacklists. With communication interrupted, the sender’s investments are severely damaged, as they are unable to generate new leads or talk to old ones.

What are the advantages of creating a secondary email account?

As the main email address is not exposed, users can download interesting material without having to develop a relationship with the source, as well as being protected from any type of spam.

What are blacklists and how do I know if I’m on one?

These are lists that point out spammer domains. Their function is to help companies and individuals who want to stay away from malicious emails. There are public and private blacklists.

The former are those that are available on the internet, with the aim of alerting the querent, which are usually email providers looking to protect their anti-spam filters.

Private blacklists are filters run by large private companies with their own security criteria, which identify malicious messages.

To find out if you are on a blacklist, you can consult tools available on the internet such as MXToolBox. However, the tools that offer free access only work for checking public blacklists.

Why is email alias beneficial for companies?

Because it saves time, since emails sent to several recipients or sectors can be centralized in a single main email.