What is an email alias and why do we get that instead of the actual email address?

Due to GDPR (General Data Regulation Protection) requirements for student data privacy, EMA provides SPL subscribers with an alias for each parent email address. Schools' email communication to prospective students will be forwarded to the family via these aliases. This email alias framework does not impact your ability to track the email metrics like open rates and click rates. 

This process also makes it easier for EMA and subscribing schools to manage the lists when families choose to remove themselves from the list because you do not have to worry about making sure that you have scrubbed their email address from your downloaded files.  We will simply ensure that the email alias is no longer available on our side.