Deliverability

Why You Should Never Use a noreply@

By November 17, 2016 14 Comments
Photo credit: Jo Ann Deasy on Flickr

Photo credit: Jo Ann Deasy on Flickr

It still amazes me when I see someone using a noreply@ address to send an email, and I have to wonder – what kind of impression do you think it leaves with the recipient? Don’t forget that those who get these messages are customers – or could be. Emails like this are basically telling them you don’t care if they have feedback and are not interested in what they have to say.

As if that wasn’t enough, did you know you are hurting your delivery at the same time?

This is a repost from August, 2010. It is as relevant today as it was then. Please read on.

Using a noreply@ address is not a good idea for the following reasons:

  • Your email is more likely to be flagged as spam.
  • The message you’re sending to your subscribers (those current or potential customers) is that you’re not interested in receiving their email, even though it’s ok for you to email them. Is that really the message you want to send?
  • You’re missing great (and sometimes crucial) customer feedback – user comments, unsubscribes – that can help you improve your marketing efforts (and see more return on investment).
  • When someone replies to your emails, you’re likely to be automatically added to their contact or “Safe Sender” list at the same time which means all your future emails you send them will go straight to their inbox. Replies should be encouraged!
  • Modern webmail & mobile email clients show people more than the name of the sender – they show your email address as well. Would you open email that was from noreply@domain.com?
  • Using a noreply@ address has been shown to decrease open rates, increase unsubscribe and complaint rates.

Compelling evidence to give up the noreply@ address, right? Here’s what the Pros have to say:

The CAN-SPAM Act: A Compliance Guide for Business

“Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.”

MAAWG Sender Best Communications Practices:

“Senders should have the capability to process email-based unsubscribe requests. Senders should also consider making offline unsubscribe mechanisms available. The sender’s ‘From’ or ‘Reply-to’ email address should also be able to receive unsubscribe requests, unless otherwise indicated.”

Email marketing can be a great way to keep your customers engaged and foster two-way communication, but if you’re using a noreply@ address, your conversations will always be one-sided.

If you are using a noreply@ address, it’s time to change. Start by sending an email informing your customers you will be changing your address shortly and encourage them to add the new one to their Safe list. Tell them you welcome their feedback with open arms and show them they actually mean something!

 

 

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Author Kevin Huxham

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