7 reasons to get rid of the noreply email address

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The biggest hurdle that email marketers face is how to ensure that their emails don’t get disregarded, potentially losing a prospective client or customer or the like. One of the quickest ways to turn people off your emails is to use a bad ‘from’ sender address. Far too many campaigns being sent out these days still insist on using a noreply email address. Want to know why it’s a bad idea?

Firstly, because you’re basically telling your audience to get lost. The main purpose of email marketing is to build a relationship with your customers and by using a [email protected] email address you’re essentially cutting off their desire to communicate with you. Remember, people like to believe that you’re talking directly to them, and this is the main reason why email marketers can’t stress the importance of personalised email messages enough.

Secondly, because it’s a red flag for spam filters - being a role based email address, it’s not necessarily coming from an actual person – potentially damaging your reputation and deliverability too.

Why did people ever started using the noreply email address?

Using the [email protected] email address was actually very common when email marketing was first starting out and people didn't know the full potential of an email campaign. The theory was that this kind of email address is convenient and allows you to put your message out there without having to do any further work around this campaign after it’s been sent.

There are a lot of perceived pros for using this for your email campaigns. For one, it gives you the freedom to ignore any email that comes back as a reply. Furthermore, it’s easy when you are not required to sift through – perhaps hundreds or thousands of - Out of Office email replies to find the one or two replies that are actual queries from customers. But what is ironic, is that it just takes those two queries to make all the difference to a company’s email marketing return on investment (ROI).

Still not convinced?

Here are the top 7 reasons to STOP using the noreply email address right away:

  1. You appear uninterested – you’re essentially shutting down a conversation just as you start it. This kind of email address tells people that they must listen to what you have to say but you don’t care what they have to say.

  2. Spam filters are likely to get triggered – ISPs track engagement rates from an email address and see if the user opens the mail, clicks on links and responds to the mail. If the user doesn’t do any of these, then anything from that address can quite easily bring up some red flags.

  3. [email protected] email addresses don’t get added to address books – the easiest way to ensure that your email campaigns end up in the recipients’ inboxes is to ask people to manually add your email address to their contact list. Very few people are likely to even consider this request if the email address you’re using can’t even be replied to. There are also some online mail clients that automatically add email addresses to the user’s contact list. However, this is only done if the person interacts with the mail received.

  4. You might miss unsubscribes – it is widely accepted that an email with keywords like “unsubscribe” in the body of the email or even just “stop” in the subject line when replying, functions as an opt-out for the recipient. If you’re not monitoring replies, you’ll miss these emails and end up with some very irate customers and possible spam complaints, or worse, legal issues to contend with.

  5. Your database will get increasingly untidy – the main reason that people use a [email protected] email address is to avoid going through Out of Office replies. However, these can actually be very informative. By sorting through these responses, you’ll be able to see if addresses are still valid or not. For example, someone may have left their job and the auto-responder will give you this information. You’ll also get the automatic responses when an email address bounces or fails. With this information, you can delete email addresses that no longer work from your database.

  6. Engagement metrics will plummet – the success of an email campaign is usually based on click-through rates, replies and email opens. These numbers will potentially be a lot lower when using a [email protected] email address. Recipients will acknowledge that they cannot communicate with the sender as no one will actually reply. Additionally, if you’re telling people that you’re not interested in hearing from them, why should they receive your email in the first place?

  7. It’s actually illegal in some countries – there is a large number of countries, especially in Europe, that have quite specific laws regarding email marketing. The most common law is that those sending bulk emails must monitor replies so that customers can get in touch with the company. Some countries even go so far as to say that it doesn’t matter where the email originated from, if you’re sending an email to people in that country, you must monitor the replies.

There are several variations of the [email protected] email address (or role-based email addresses) that you should avoid, as all are as bad as the next. Here are a few examples:

  • No-reply@
  • DoNotReply@
  • Mail.123@
  • A string of letters and numbers – 2256ddff@

There are a few that found really welcoming or just seem to work pretty well, these are:

  • Hello@
  • Reply@
  • Support@
  • Contact@
  • Feedback@
  • The sender’s name – such as Rob@
  • Specific to the email – such as dailygiveaways@ or news@ or competitions@

The most important thing to remember when it comes to email best practice is that you should still aim for personalisation with bulk emails. This is why it’s really important that you also have a friendly, recognisable reply-to email address – among other personalisations.

It’s also important to give a ‘from name’ that matches the reply-to email address. This should either be a real person’s name – someone who works for the company – or match up with the specific address that you’re using, for example ‘Company Name’ competitions.

Struggling with reply overload? If you can’t handle the heat, get out of the kitchen. It may seem a bit harsh to say so, but the replies are an essential element of any email campaign and shouldn’t be seen as something extra that you might do if you have time. Try to always set aside time to go through these emails, primarily for the reasons listed above. You may end up seeing improved engagement results that naturally result in an improved ROI.