“Do Not Reply” Address? No, Thank You!
By Justin Premick May 6, 2009
It’s not often we invoke Sesame Street on this blog, but today it seems appropriate. Let’s play a little game: which thing doesn’t belong in your email marketing campaigns?
My inbox is full of emails from “Do Not Reply” addresses, like firstname.lastname@example.org and email@example.com. Or, it used to be. Now, my trash is full of those “Do Not Reply” emails ― I don’t like the way they look in my inbox, with their tough and unwelcoming facade, so I marked the emails as trash without even reading them.
To be disregarded based on an email address isn’t good news for whoever sent the email. But the thing is, the sender could have avoided the trash folder by opening up a line of two-way communication, and making me feel like an individual – not just another email address.
Here’s why you shouldn’t use “do not reply” addresses
“Do not reply” addresses take a permission-based, conversational marketing medium and mold it into an online version of TV or billboard advertising. These addresses treat subscribers’ questions and feedback as costs.
They try to have one-way conversations in their marketing, instead of opening up a line of two-way communication.
Additionally, “do not reply” addresses actually negatively impact email deliverability. Why? Because if your subscribers don’t have a positive interaction with you, they may be pushed to click the “spam” button. If enough of them do it, a delivery problem arises. To subscribers, spam isn’t just unsolicited bulk email, it’s any email they don’t want. And not many people want to hear from people – or companies – who refuse to hear back from them.
Try this instead
Instead of using an unfriendly “do not reply” address, try using an address like “firstname.lastname@example.org,” “email@example.com” or an address from a specific individual. These addresses show readers that you care about them and are there to help! This really opens up a two-way communication line, shows readers that they can reach out and lets you better connect with readers.
What Do YOU Think of “Do Not Reply” Addresses?
Have you ever sent a campaign using a “Do Not Reply” address? Ever received one? What do you think of them?
Share your thoughts below!
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