Ever wondered how to handle those generic but crucial email addresses like sales@yourcompany.com or info@yourcompany.com? You're not alone. Setting up these "functional" email accounts in Google Workspace can be confusing, but getting it right is key to a smooth workflow and happy team.

At intergen, we believe in a simple philosophy: every team member who needs to interact with email gets their own named account, like firstname.lastname@yourcompany.com. This ensures individual accountability and a professional appearance. For those functional addresses, the best choice boils down to a simple question: Is one person or a team responsible for the emails coming in?

Let's break down your options in the simplest terms possible.

The Lone Ranger: When to Use an Email Alias

Think of an email alias as a nickname for your existing email address. If a single person is responsible for managing a functional email, an alias is the perfect, no-cost solution.

Here’s how it works:

Imagine your sales manager, Sarah, is solely responsible for all incoming sales inquiries. Instead of creating a separate, paid account for sales@yourcompany.com, you can create it as an alias for her sarah.jones@yourcompany.com account.

What this means for Sarah:

• One Inbox: All emails sent to sales@yourcompany.com will land directly in Sarah's primary inbox. No need to switch between accounts.
• Send As: Sarah can also send emails from sales@yourcompany.com right from her own Gmail interface, maintaining a consistent company presence.
• Cost-Effective: Aliases are free to add to an existing user account.
• Easy Role Changes: If Sarah takes a new position in the company the sales email alias is easily assigned to the new person.

The Bottom Line: Use an alias when a single individual is the designated point person for a specific function.

The Team Huddle: When a Google Group is Your Best Bet

What happens when multiple people need to see and act on emails sent to a functional address? This is where a Google Group shines. A Google Group is a single email address that distributes incoming messages to a group of users.

Here’s how it works:

Your customer support team, comprised of Tom, David, and Emily, all need to be on top of incoming requests to support@yourcompany.com. You can create a Google Group for this address and add all three of them as members.

What this means for the team:

• Shared Inbox: Everyone in the group receives a copy of the email in their individual inboxes. This ensures that no inquiry falls through the cracks.
• Collaborative Features: Google Groups can be set up as a "Collaborative Inbox," which allows team members to assign conversations to each other, track the status of inquiries, and have discussions around an email, turning your inbox into a lightweight helpdesk.
• Flexible Membership: It's easy to add or remove members as your team changes. When a new support person joins, you simply add them to the group. If someone leaves, you remove them, and they no longer receive the emails.
• Cost-Effective: Like aliases, Google Groups are a free feature of Google Workspace.

The Bottom Line: Use a Google Group when a team of people needs to see and manage emails sent to a functional address. This is the ideal solution for addresses like sales@, info@, support@, or billing@.

The Dedicated Desk: Why a Separate User Account is Usually Overkill

So, why would you ever create a dedicated, paid Google Workspace account for a functional email address like info@yourcompany.com?

A dedicated account is a full-fledged user with its own login, password, and Google Drive storage. While it might seem like a straightforward solution, it often introduces unnecessary complexity and cost.

Here’s why it's generally not the best choice for functional emails:

• Increased Cost: Each new user account comes with a monthly or annual subscription fee.
• Shared Login Headaches: To have multiple people access the account, you'd need to share the password, which is a significant security risk. It also makes it impossible to know who responded to what.
• Clunky Workflow: Users would have to constantly sign in and out of their personal accounts to check the functional account's inbox, leading to missed messages and a disjointed experience.

When might a dedicated account make sense?

In very rare cases, a dedicated account might be necessary if a specific third-party application requires a unique Google account for integration and cannot work with a Group or alias. However, for the vast majority of functional email needs, a Group or an alias is the superior, more efficient, and cost-effective choice.

The Takeaway: Keep It Simple

By following our core philosophy of individual named accounts and leveraging the power of aliases and groups, you can create a streamlined, secure, and cost-effective email system for your team.

• One person responsible? Use an email alias.
• A team responsible? Use a Google Group.
• Need another paid seat? Only for a new human team member, not a function.

By making the right choice, you'll empower your team to be more responsive and organized, all while keeping your Google Workspace administration simple and your costs down.