Definition
A role-based email is an address tied to a function rather than a person: info@, contact@, sales@, support@, office@, admin@.
Pros
- usually monitored
- stays the same when staff change
- often the only email a small business publishes
Cons
- may be read by a receptionist, not the decision-maker
- shared inboxes get lots of email; yours can get lost
- some verifiers flag them as higher risk for bulk sending
When they work well
In very small businesses, the owner often reads info@ personally. For trades, clinics and shops, a role email can be the best route.
When to look further
For larger businesses, find a personal address of the decision-maker. Prospect Cheap collects all emails found on a business website — when a personal address exists alongside info@, you'll see both — plus the owner's name to address the email personally.
Writing to a role inbox
Address the decision-maker by name in the first line ("Hi Dr. Lopez —") so whoever reads it knows who to pass it to.
Example
A family-run bakery lists only hello@bakery.example — read by the owner every morning. A 40-person law firm's info@ goes to reception; there, finding a partner's address works better.
Key takeaways
- Role emails reach a function, not a person.
- In tiny businesses, the owner often reads them.
- Address the decision-maker by name in the first line.