A ‘do not reply’ email address will look something like this: email@example.com. People trying to respond to a no-reply email will probably receive a delivery failure notification, or no response at all. The feeling may be similar to talking to a wall.
Why this is important
The “From” name and email address can make a huge difference to the success of your campaign. An email from a no-reply address is the same as saying "Don't talk to us" to your customers. Even so, many businesses send out marketing noreply emails without considering the feedback loss. Moreover, no-reply messages are usually unmonitored.
How this affects deliverability
"From" addresses such as "noreply@" that are (a) not manned by a live person or (b) don't exist make you appear indifferent and eliminate feedback from your customers. Here are a few reasons to switch from a "noreply@" address to something more personal (like an email address manned by a real person):
- Your email is more likely to be flagged as SPAM or deleted by the recipient.
- It appears that you aren't interested in receiving emails from subscribers (current or potential customers), even though you're able to email them. You wouldn’t want to convey this message.
- You're missing valuable and sometimes crucial customer feedback - user comments, unsubscribes - which helps improve your marketing efforts and boost return on investment.
- Getting a reply to your email will likely add you to their contact or "Safe Sender" list, which means you'll be able to send them emails straight to their inbox in the future. Replies should be encouraged!
- Modern webmail and mobile email clients show more than just the sender's name; they also display your email address. Emails from “firstname.lastname@example.org” are less likely to be opened.
- Using a “noreply@” address results in lower open rates, more unsubscribers and higher complaint rates.
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.”
Steps to take before you stop using a “noreply@”
- Determine who the emails will be from. Keeping your brand’s name as a part of the sender name is a good idea, as is using a human or relevant department. Examples: Jane, YourCompany – email@example.com Billing, Your company – firstname.lastname@example.org
- Send an email informing your customers you will be changing your “from” address shortly:
- Mention what the new address will be
- Encourage them to add the it to their Safe Senders or Contact list
- Mention that you welcome feedback, comments and replies.