No-reply emails allow emails to be sent but not to be replied to.
While companies who use no-reply email addresses may have their reasons for doing so, the result doesn’t provide the best experience for their recipients. Mainly because it’s all about the company and less about the customer.
Given email is supposed to be a form of communication, it’s a risky strategy to keep things one-sided, yet is something we see so often. From our pizza delivery companies to our favourite subscription services, everyone seems to want to market their products and services at us, yet don’t want us to be able to talk back.
So that you can master your email marketing like a pro, here is why no-reply emails should be forever banished. Plus how to talk to your email subscribers like the humans they really are.
What Is A Do Not Reply Email?
No-reply emails are sent from an email address that has been set up to automatically bounce any responses. In layman’s terms, the sender can send out emails, but nobody can reply to them if they were to try.
In the sender box, a no-reply email would look like so: firstname.lastname@example.org.
Or email@example.com. You get the idea.
The reason why companies use no-reply or do not reply email addresses is so their inboxes aren’t flooded with responses. In some cases, that mailbox may not be monitored.
The trouble with either of these scenarios is that email was designed to be a form of communication. By stopping the second half of the process, you effectively end it entirely.
What Happens If You Send An Email To A No-Reply Address?
Try to reply to a no-reply email, and you’ll receive a dreaded Mailer Daemon notice informing you that your email didn’t make it to your recipient.
The trouble is unless you check the email address you won’t always know that the email is in fact no-reply. So, you’ll only get the notification that it didn’t arrive sometime after you sent it.
Here’s hoping that email wasn’t important or time-sensitive.
Or that as a business, your customers wanted to know more about the product, or had some really insightful information for you, which you’ll now never get.
The above email was sent to me while I was out of office. It was sent from a do not reply account, so my autoresponder message informing FaceGym of my vacation bounced. I’m sure they wouldn’t care about not getting that information too much.
But say I wanted to book in for a treatment, or ask if they wanted to feature on my website? I can’t directly reply, I have to Google them first and all that jazz.
It just adds hurdles to the process, and depending on what it is you want to say to a business, you might decide it’s not worth the effort.
Ironically, FaceGym’s subject line for the email they originally sent was: ‘we want to hear from you!’. Well, that can’t of been true if it was sent from a ‘no-reply’ account.
So Why Shouldn’t Businesses Use No-Reply Email Addresses?
Question why as a business, you wouldn’t want to open up the dialogue with your customers, after marketing your products or services to them.
You’ve grabbed their attention from the subject line, they’ve read your email and just as they are about to respond – you cut them off.
The following are just some of the outcomes businesses can experience when no-reply email accounts are used. Spoiler alert: none of them are good!
Negatively Impacts Email Deliverability
Using a no-reply email address significantly increases the chances mail servers will automatically move your email to the spam folder. That’s because no-reply emails can be flagged by email providers, as they have been associated with scammers and spammers.
Worse still, the more your emails are sent to spam, the likelihood is they will automatically start being flagged in the future due to the association of your name.
Therefore, no-reply email addresses may jeopardise the success of current and future marketing campaigns.
Discourages Two-Way Communication
Imagine picking up the phone when it rings. Someone is talking to you, but you’re not able to respond, and the caller knows this.
Be honest, would you keep your phone if you could never talk back, only be talked at?
As we’ve stated before on the blog, no-reply email addresses and put up a faceless, corporate wall between you and your customers.
Instead, what you want is to encourage responses, suggestions and questions from your audience, because it’s these kind of interactions that foster conversions, engagement and brand loyalty.
It Makes It Look Like You Don’t Care
When receiving a no-reply email, your senders will know they can’t reply to you. So, what it looks like to them is that you can talk as much as you like to them, but that you’re not hearing what they have to say back – because what they have to say doesn’t matter.
This begs the question, why did they sign up for your mailing list if they won’t be getting anything out of it?
As mentioned, often the excuse is that companies cannot monitor mailboxes. Though, if this really is the case, then email isn’t the right tool to use because it’s designed to be a two-way process.
No-Reply Emails Are Not GDPR Friendly
Global Data Protection Regulation (GDPR) laws are outlined by the European Union. As a general rule, subscribers must be able to request information that has been collected about them.
If a company is using a no-reply email, then a recipient cannot ask directly what information is being stored about them, nor can they ask for their data to be removed from the system. Both of which they are perfectly entitled to do under GDPR.
While there’s no specific rule stating no-reply email addresses can’t be used, they may be non-GDPR compliant if used for certain purposes. Only using no-reply email addresses leaves subscribers with no way of being able to directly reply about GDPR matters, which in itself could be considered a breach of the rules.
Also, because it makes it more difficult for recipients to request information about the data you hold about them in general, no-reply email addresses prevent the GDPR process from running smoothly even if you do sometimes use other email addresses for your marketing.
Isn’t An Efficient Way Of Delivering Customer Service
If someone wants to reply to your email but they can’t, they’ll have to find another way to contact you.
As we’ve stated in our ultimate guide to customer engagement, it provides a less than satisfactory experience when customers have a difficult time reaching a company. When that company can’t keep track of their customers, because customer experience is happening over several different platforms, this is even worse.
With an email marketing platform such as GoSquared Engage, or EcoSend by GoSquared, all of your customer information is kept in one spot. Beyond their basic profile, you can also see information about your most engaged customers, alongside those most at risk of churn.
What all of this means is that when you email customers, or they reach out to you, everything you need to know about them is right there in front of you. This allows you to perform excellent customer service with every interaction you have with them.
Discover A Better Way To Do Email Marketing With GoSquared Engage
There are very few instances where no-reply emails are the right solution. For the most part, they frustrate and alienate your audiences. Ultimately, they block the ability for businesses to communicate with their prospects.
When it comes to marketing your business, along with its products and services, we believe open communication is the best way to go.
Get started with effective email marketing through GoSquared Engage. Since 2006, we’ve helped businesses across the globe send better email marketing campaigns, through a whole suite of tools to craft campaigns and measure their impact. As an alternative to HubSpot, Mailchimp and ActiveCampaign, we even offer a free trial of Engage so you can see what we’re about before signing on the dotted line.
For businesses looking to reduce their carbon footprint EcoSend by GoSquared is our newest tool that allows you to send campaigns while offsetting your carbon. We achieve this through using renewable energy sources and planting trees on behalf of your company, as well as investing our profits into climate-related causes.
Have any further questions on no-reply emails, or how to boost the success of your email marketing campaigns? Reach out to our team and we’ll be in touch.