Why the hell would you use a noreply eMail address? by Kenny Van Beeck @Kvanbeeck

Relationships are not cheap – just ask any dating teenager. For some reason though, we often seem to forget that truth in business. Kenny Van Beeck ponders this issue as it relates to eMail marketing and the use of “noreply” addresses.

In many email marketing campaigns a noreply email address is used.
Why would you do that?

  • Do you want to miss the deal of a lifetime, because they can’t reply?
  • Do you want to enter the spam lists, because people didn’t want to hit the unsubscribe link?
  • Don’t you want to get feedback of your readers?
  • Do you want your reader to receive an automated response email on their out of office reply?

I always thought that the sole purpose of an email marketing campaign was to create response. And response is not only clicking on a link or filling in a form. It can also be contacting you by phone or replying to your emails. So don’t block it!

Sure I know why people use a noreply address. It’s easier not to respond instead off searching for a real reply within all the out of offices. What the hell, nobody said it would be easy and you can use rules to filter out those out of office messages or let your bounce management handle that.

So next time you send out your email campaign, it’s up to you. You can go for the easy way – but not the customer friendly way – or you can use a real “live” reply address and put a little effort into managing your customer relationship.

Takeaway: If you want something out of a business relationship, be prepared to put something into it.

Meet the author:

Kenny Van Beeck

Kenny Van Beeck

Kenny Van Beeck is a certified Marketing Experiments Email Marketing professional and is past president of the Belgian IAB email marketing taskforce. Hi is a common blogger and speaker in the field of email marketing. Also known as the former editor of the EmailGarage weekly tipmail with more than 5000 readers. As email marketing consultant he worked for several international companies such as Unilever, Thomas Cook, 3M, Microsoft, … Kenny is owner and senior email marketing consultant of Etale.

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