ClickZ – Is Your ‘Do Not Reply’ Email Address Sending the Right Message?
As a practitioner in the email marketing space, my being truly impressed with an email experience doesn’t really happen that often. After all, a brand doing what it “should” is an expectation that I have – because I know they can. But I had a unique experience with a brand recently that I thought would be extremely valuable to share with all of you. You may not deem this an “advanced” email marketing tactic (yet), but the reality is that…well, it is.
Your customers have come to expect and rely upon the email communications they get from you. It is something of a lifeline, or a direct connection between them and your brand. But too often, that direct connection is cut short by marketers in an attempt to simplify their own lives. What am I talking about here? You guessed it: the dreaded “do not reply.”
As marketers, we have become complacent with telling our customers to not respond to us. It goes something like this: marketer sends email, invokes a question or a need to engage by the customer, customer hits reply, automated message comes back that says the inbox is not monitored and to not reply. Come on! Is that really the message we want to send customers who we are trying to drive to engage with us?
Recently, I ordered replacement contacts from 1-800 Contacts. I needed to get them quickly and just went through the quick process of reordering since I had done so previously. Hours later, I was thumbing through my email and saw my confirmation message in my inbox (to be clear, it didn’t take the company that long to send it, it took me that long to look at it), and it jumped right off the page at me! The shipping address was wrong (we recently moved and I didn’t update it on the account). It was my own stupidity and haste.
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