Replace “no-reply” email addresses with real ones to encourage engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 09, 2020, 7:42 AM GMT+0

Customers’ inability to respond to such emails may leave them frustrated.

This article argues that using “no-reply” email addresses to dissuade customers from responding to marketing or transactional emails could prove to be detrimental for businesses. The author recommends abandoning no-reply email addresses as they could often be recognised as spam by internet service and email providers.

When customers’ responses go unanswered or they receive no-delivery notifications, they may construe that the brand doesn’t want to engage in a dialogue with them. Restricting such communication could be a breach of GDPR compliance, where subscribers can’t exercise their data rights.

Marketers should replace their no-reply email addresses with more enabling ones, which are generic or an alias specific to an email campaign’s focus. To avoid being flooded with replies, brands should provide all the relevant information to customers within the email.

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