Today noreply addresses are far too present in the world of emailing.
The biggest hurdle facing email marketers is ensuring that their emails are not ignoredwhich may result in the loss of a customer, potential customer or otherwise.
One of the fastest ways to disengage your customers is to use the wrong sender address like noreply address. Far too many campaigns sent still rely on the use of an email address noreply.
There is no good excuse to send emails from a noreply address.
Not only are you showing your recipients that you don’t care what they think or want to ask you, but no-reply email addresses also hurt your reputation and your deliverability potential.
What is a noreply address?
A noreply address is an email address whose inbox is not managed and which prevents customers from replying.
However, it can confuse and frustrate customers if their responses go unanswered or, even worse, bounce around.
It is therefore a very bad idea to use a noreply address. Let’s see together why in 6 important points.
- A noreply address hurts your inbox deliverability
- Noreply lowers your conversion rate
- A noreply address increases the number of spam complaints
- This does not allow you to keep a fully up-to-date customer base
- The noreply shows your bad side
- A noreply address will limit your opportunities to close sales
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1. A noreply address hurts your inbox deliverability
To protect their users from spam, many email services and ISPs rely on recipient’s commitment when sorting incoming emails into different folders.
Thus, whether a recipient opens, clicks, replies, forwards, unsubscribes or deletes the email, determines whether the ISP considers the message as good email or spam.
For example, Gmail ranks the importance of an email based on recipient opens and replies.
If recipients respond to your emails, Gmail is more likely to consider them important.
It’s fair to assume that Gmail applies a similar algorithm to determine whether an email should land in the inbox or the spam folder.
Some ISPspam filters, and customers’ personal email security settings are configured to move messages with “no-reply” addresses to the junk folder directly.
So, letting people respond to your emails is a good thing as it could help keep your message out of spam and other junk mail and thus increase deliverability and conversion.
2. Noreply lowers your conversion rate
No one likes messages from robots or machines. People like to think there’s a real person on the other end of the email.
With a “no-reply” email address, the message is cold and impersonal, which makes the recipient less likely to take action and therefore convert.
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3. A noreply address increases the number of spam complaints
Some people don’t bother to look for the unsubscribe link in the email and click “Reply” when they wish to unsubscribe.
When your recipients see that they cannot contact you by email, the first thing they can do is simply click the “Report Spam” button.
Is this the kind of response you expect?
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4. It does not allow you to keep a fully up-to-date customer base
Sometimes your customers respond to you trying to update their profile.
They may have changed their email address or they may have changed companies, so they reply to the message and say that they are no longer reachable at their current email address and that they want update their personal data.
If you contact them from a noreply address, you do not allow them to do so and you keep their old email address.
A real sender email address will help you get valuable information in replies that you can use to clean up your customer base, whose recipients no longer work for a company, for example.
By excluding these addresses from your mailing list, you increase your open rates and avoid falling into spam.
If you don’t want to bother looking at automatic replies, there are plenty of tools that can be set up to monitor your inbox and automatically delete emails that aren’t useful.
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5. Noreply shows your bad side
By not allowing recipients to respond to your email campaigns, it gives the impression that you don’t care about your recipients.
To put it simply, a noreply email address means “We want to contact you, but we don’t want you to contact us”. Under no circumstances should you limit their ability to communicate with you.
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6. A noreply address will limit your opportunities to close sales
People are used to being able to respond to emails to share their opinions, thoughts, suggestions, ask for help, or compliment you on your work.
If you do not allow them to respond, you risk missing out on great opportunities and many fruitful exchanges, testimonials, business proposals, recommendations or other important communications.
So convinced?
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This is why it is very important to look friendly and therefore avoid noreply addresses.
It is also important to give a sender name to identify with
(like “Nicolas du Digitalizeur”) which looks much friendlier than a “noreply”.
This can either be the name of a real person, someone who works for the company, or your company name.
Can’t manage all the answers?
Replies are an essential part of any email campaign managed with MailChimp or otherwise and shouldn’t be seen as something more you could do if you have the time.
Learn the best practices for creating newsletters, according to Mailjet.
Always try to allow time to go through these emails, mainly for the reasons listed above.
You may see better engagement results that naturally translate to a better return on investment.
You can also set up an SMTP server if you do not want to go through a specific interface during your emailing campaigns.