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IncognitoMail Could Wreak Havoc For Web Marketers

Posted on 2.13.2008
Website Magazine Consumer Corner Senior Editor Mike Phillips spotlighted The service essentially gives you users a temporary email address for sixty minutes. With that email users can register at sites that they don't want to share their personal information with. It's actually a very creative application as gives you an RSS feed to track replies to that address, which means you can access confirmation emails, etc.

The are a few serious downsides however for those that own websites requiring registration for access to forums, whitepapers and the like.

First, temporary email addresses make anonymity easy accessible. This could mean for instance, if you own and operate a forum or weblog, that indiscriminate posting could be made that is spammy if not completely inflammatory in nature. While you're not responsible for what's posted on your site by third parties, the information posted by users of services such as IncognitoMail could offend your users and perhaps more importantly for business owners - advertisers.

Another downside is that if you're using the email address you collect for email marketing and promotions, these temporary Incognito emails could wreak havoc on your perceived deliverability rates - skewing metrics beyond recognition. What's the solution? If you have the ability (as many forum owners do) to prevent registrations from these souces, it should be a top priority.
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