Many advertisers use “do not reply” addresses to send their emails. Often times, they justify themselves by saying that no one answers their emails anyway, or that they don’t want to receive out of office notifications. But none of these excuses justify the use of “no-response” headlines in email marketing…
Not only will recipients conclude that you don’t care what they might say, but this type of address also has a negative impact on your email’s reputation and deliverability.
Here are five reasons to stop using “no-answer” headers now:
1. Unanswered addresses lead to more spam complaints
Some people don’t even bother looking for the unsubscribe link and click “Reply” to unsubscribe from the spam.
But once they realize they can’t reply to you (either because your address begins with “No reply,” or because they get a notification telling them that their reply can’t be sent to you), don’t expect them to look for the unsubscribe link in your email. They will likely click the “spam” button right away.
2. You will be able to receive notifications away
This must sound crazy to you because avoiding out-of-office notifications is exactly why you chose the “Not Answer” heading, right?
As unattractive as it may sound, sifting through these notifications will provide a lot of useful information to clean up your mailing list. Thus you will be informed if the employee has left the company, for example.
Deleting these addresses will allow you to increase the open rate and avoid falling into spam traps.
3. Recipients will not add the Do Not Reply address to their address book
If the recipient has added your address to their address book, you are sure that your emails will arrive safely.
But who would add an address to their contacts knowing that it is impossible to send them messages?
You should, so to speak, encourage recipients to reply to your emails. For many email clients such as Gmail or Yahoo, this is enough to automatically copy your address to the user’s contacts or trusted address list.
4. You have a legal obligation to do so
In many countries, sending email with a “do not reply” address is illegal. In some European countries, for example, you are required to have a valid address that recipients can respond to if they have questions about your email.
And for many countries where this law is in place, it applies to everyone, regardless of which country the emails are sent from.
5. The “No Reply” heading gives the image of the disapproving advertiser
The best reason not to use no-response headers is because they make you look like a dismissive advertiser.
Faced with a phrase like “Please don’t respond to this email,” recipients feel like their opinion doesn’t matter to you. And we can’t blame them. Basically, you are telling someone that they should listen to what you have to say, but you are deafening when that person wants to start a conversation.
Honestly, if you really think your time is too precious to give the recipients some of it, the accusations about your arrogance might not be so baseless, right?