A common practice for companies when deciding to create their email marketing campaigns is to use email addresses that do not support a return response, that is, No-Reply Email addresses. These are accounts created for the sole purpose of sending emails, a means of unidirectional communication, that as indicated by the username, does not support users sending emails back.

Email marketing is a tool that seeks to generate communication, build loyalty and effectively maintain close contact with those interested in your brand or services. Having a No-Reply Email address would be completely preventing communication between your brand and the customer.

A No Reply address is an unsupervised email address that prevents customers from making inquiries. For some, the main reason why a no-reply address is usually used, is the lack of resources to respond to customer inquiries via email. It is common for companies that send information such as invoices, purchase receipts, and account statements to use these types of addresses to discourage users from answering emails that only contain this general information.

When creating a strategy for sending emails, it is important that you consider the possibility of offering your subscribers the opportunity to respond to the email you have sent.  Maintaining a channel where communication between the brand and the client can occur in a bidirectional manner, will help users keep in touch with your brand and show that your brand cares about  being close to its users.

Why you should not use a “No-Reply” address

Using an address that does not support answers, is telling the recipient of your emails that you are not interested in their opinion.

In addition to damaging the relationship with your subscribers, the No-Reply would affect the engagement of your brand, as it is a factor that would reduce communication.  The user who seeks to request extra information would not be able to find who to send their query to.

These details would affect your deliverability, because the ISP and anti-spam filters can be configured in such a way that when receiving emails from a non-reply sender, they are automatically sent to spam emails.

Learn more about deliverability optimization in our blog

Personalizing your brand and creating a proximity with your subscribers are currently some of the most important things to keep in mind when establishing your marketing strategies. If you were one of your subscribers, would you trust a no-reply email address? Most likely, the first thing that would come to your mind is that it is an inaccessible company with little interest in its customers.

Create a two-way conversation with your client

If your messages are commercially oriented, such as promotions, discount announcements or an informative newsletter with information about your product, it is important to give the user a space to answer their questions. Rather than being simply informative, these types of messages should help your brand generate interaction and build a closer relationship with the user. Try making the response address to which the client is directed as descriptive, personal, and friendly as possible, revealing a desire for your brand to  grow closer to its users. Keep in mind addresses such as [email protected], [email protected] or you could even modify the reply address based on your campaign objective, example: [email protected]

Using personalized addresses shows the user that there is a human and not a machine behind your emails. Maintaining a personalized sending address will avoid giving your customers that image of a cold and distant company. Most importantly make sure to use an email address with a Real username and which is under your own domain (.com, .fr, .es)  as this would be more likely to pass spam filters.

In our article “How to avoid the  Anti-Spam folder and deliver your emails better” you can find information that will help you avoid falling into the Spam folder.

An email address that you can respond to is essential in any email marketing strategy, whether you send commercial or transactional emails. If for any reason you decide to use a no-reply address to send your messages, consider providing an additional address so that whoever receives your email can make inquiries.

If the business model is of the B2B (Business to Business) type, usually a response address is used from some sales staff that can quickly and directly respond to the customer. If you use the B2C (Business to Consumer) model, you could maintain a general response address that is constantly reviewed by yourself or some trained team personnel to respond to customer inquiries.

"No-Reply" Email addresses should not be present in any email you send under the banner of your brand or business. Take the opportunity to improve the relationship with your customers, and maintain a channel where you can receive inquiries as it will allow you to collect data or comments that may be useful to improve your product or service.

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