Out of the dozens of emails you receive daily, you’ve likely received an email from a no reply sender before. It looks something like this; “firstname.lastname@example.org”. The purpose of the no reply is to prevent recipients from being able to reply to the message, often relieving some of the burden from the Marketing team. But in reality, the no reply does more harm than good for companies that still use them.
Why does it exist?
Most advocates of the “noreply” argue that keeping the senders email address disconnected from an inbox helps to limit irrelevant replies (especially automated replies, such as subscribers’ out-of-office messages). When you send thousands of emails daily, it can become time consuming to sort through these automated messages.
Another reason companies favor this approach is that they feel the “noreply” gives off the impression that they are a large corporation with efficient processes; separately defined channels for outbound and inbound communication.
Other times, “noreply” addresses have been set up by tech teams on the back end, without any strategic marketing input. In other words: technical teams create those addresses for some reasons; marketing teams do not notice.
These more or less valid arguments do not justify the fact that a one-way conversation has been imposed on the recipient. Email is historically a two-way conversation, and that is still the favored way of communication for many people. Denying your users this opportunity for a personal interaction disables one of your best lead conversions.
Email = exchange
By making the exchange with your company difficult, the client’s engagement with your brand is diminishing quickly. The user will be conditioned to disregard“noreply” messages, since you are implying that his or her feedback is trivial. There is a risk that users will mark your message as spam.
As a brand, it is in your best interest to take user feedback into consideration. Your users engage with your product often, maybe on a daily basis, and can suggest areas of improvement or affirmation on features that are especially helpful to have. By establishing dialogue, addressing issues in a constructive way and answering both positive and negative comments, you build a trustworthy public image. These feedback is invaluable; you will have a better understanding of your users’ needs and be able to adapt your strategy accordingly.
Communicate to improve your deliverability
By communicating on a regular basis with your customers, you build a trust relationship. You are not an anonymous brand with blurred lines, but a person who answers, guides, suggests… If the relationship is strong enough, you can even ask them to add your sender email address to their contact list.
Your campaign will look like a classic dialogue between two individuals. It is essential to understand that ISPs analyze email engagement activity to determine sender reputation. If communication is unilateral, the sender is identified as an email marketing sender. However, if there is a deeper two-way interaction between the sender and the recipient, your reputation will rank higher. As your reputation grows in the ISP, so does your deliverability*!
The automated answer problem
To back up a bit and address the automated out-of-office issue, simple technical solutions exist. You forward all incoming emails to an web solution that sorts out most of the automated answers. You can also set up a filter to neatly categorize incoming messages (automated answers, legitimate messages, notifications…).
With these points in mind, you know that you have no reason to send those bothering and inefficient “noreply” emails. Exchange with your clients and convert your leads. After all, this is what email is all about.
*Deliverability: The amount of legitimate emails you deploy that make it to the inbox (other email factors such as bounce rate, spam come into play). Deliverability is relative to the sender’s reputation: the better the reputation, the better the deliverability.