Although the practice is less and less common, there are still many companies that, to communicate by email with their customers, still use the famous sender address “noreply“. A false good idea to banish absolutely, because its impact on customer/prospect is very negative. Let’s look closer to the question.
What does the noreply?
The noreply is an electronic email address to prevent the recipient from responding to the message he receives. It is in the following form: “email@example.com“. It can be the shipping address and/or the response address.
Noreply is often used by organizations as part of Newsletters, emailing, from transactional emails, order confirmations, account creations, etc.
Reasons why companies use the noreply
The noreply is often used to avoid receiving a too large flow of customer feedback emails, or automatic responses. This is particularly the case in emailing campaigns that require the sending of enabled emails.
Why avoid at all costs the “Noreply”?
The “noreply” is strongly not recommended for several reasons.
First, it should be known that an email address of this kind must be much more likely to meet in the category of spam than a normal address, because some Internet and courier access providers are configured to directly place the “noreply</ em>” messages in unwanted letters. The use of the “noreply” is therefore a major brake on the proper deliverability of your message and leads to a decline in possible conversions in the case of an emailing campaign for example.
Second, a customer who receives an email that he can not answer can feel frustrated and unhappy, especially if he wishes to communicate with the company about the message sent. For example, it may need to comment, ask a question, request assistance on a product or service, etc. These same returns can be rewarding and help improve the company’s marketing strategy. However, the “noreply” precisely prevents this exchange and can give the customer/prospect impression that it does not have a say, that its opinion does not count, thus inducing a very negative image of the organization to the origin of the sending.
Third, it is important to take into account people opening their emails directly on their mobile device; A major trend today. Thus, many mailboxes are configured to adapt to the smaller format of the screen, leaving only the address of the sender of the email. In this case, the use of the “noreply” very often leads to a message that will not even open, and sometimes even directly placed in the trash.
Globally, the “noreply” is detrimental to the customer experience and reflects the image of an organization that does not care about the opinion, the feeling and return of the people to whom it sends emails. It prevents a mutual trust relationship between the sender of the message and the recipient; relationship that, remember it, is essential. It also hinders sometimes useful and constructive customer returns, which can improve a product or service.
What to replace the noreply?
Instead of opting for the noreply, prefer to configure an answer address. This may be different from the shipping address. It will be displayed as soon as the person supports the reply tab. Make sure to return the client to a regularly consulted mail address by someone from the company, and answer the message in question.
With a response address, the recipients can not only add to their address book (which is not possible with the noreply) thus avoiding the box spam, but also feel taken into account and therefore with confidence. This is where the true customer relationship is established.
Finally, do not hesitate to encourage the recipients to answer by adding a small sentence at the end of your email. This shows that you care about their opinion, and it participates in reinforcing the positive image of your business, to make it more humane and honest.