What Is a No-Reply Email (And Why You Should Never Use Them)Jesse Sumrak
No-reply emails (also known as do-not-reply emails) are a big no-no in modern-day email marketing, but many brands continue to use them. Below, we’ll walk you through everything you need to know about do-not-reply emails and what you should be using instead.
What is a no-reply email?
No-reply emails are easy to recognize as they typically come from an address that looks like “email@example.com.” While brands might think a no-reply email address is a solution to receiving a flood of email replies, it actually frustrates and confuses users.
Additionally, it interferes with communication and negatively impacts email deliverability.
Below, we’ll discuss why no-reply emails are a problem, and why we decided to create a workaround.
3 negatives of a do-not-reply email
1. Damages communication with customers
The first missed opportunity is communicating with users. Companies such as Posterous, WordPress, Intense Debate, and Facebook have taken advantage of the wide adoption of email to develop great applications.
WordPress and Posterous allow users to write and publish a blog post by just sending an email. In the same manner, Facebook and Intense Debate allow users to reply to comments by just replying to an email.
2. Hurts email deliverability
The second missed opportunity is increasing email deliverability. Webmail email providers such as Yahoo and Gmail automatically add email addresses that users reply to often to their contacts list. Messages from senders in the contacts list won’t be marked as spam in most cases.
If users can’t reply, the email service provider (ESP) is more likely to mark the no-reply email as spam and send it directly to the junk folder. At the same time, if users are frustrated by their inability to reply and unsubscribe from an email list, they will be more likely to mark those emails as spam.
The best way to send emails to new recipients is to allow registered users to reply to emails to confirm their email accounts, in addition to providing a confirmation link.
3. Impacts brand reputation
There is a large missed opportunity in terms of your brand’s relationship with the subscriber and the subscriber experience. We don’t often think of email as a social media platform, yet it is. Any communication tool that facilitates two-way communications is, by its very nature, social. In today’s world, your customers and stakeholders aren’t concerned about how your brand prefers to communicate
When they have questions or feedback for a brand, they expect to be able to use the medium where they receive communications to quickly and easily communicate back. Seeing a no-reply address in the from address of a message can be a signal to the subscriber that the brand is not interested in hearing from them, which increasingly feels like a negative experience. In time, these negative experiences, even when small, can lead to degraded engagement from your subscribers and, thus, harm your overall deliverability.
Email from address best practices
It’s important to develop a relationship and a connection with your recipients. A building block of that relationship is a continual conversation. However, to make it truly conversational, you need to keep the option to reply open.
Instead of no-reply, use addresses that provide the department, such as firstname.lastname@example.org, events, or media. You can also use the name of a leader or employee at your company for a more individualized approach. This personal touch will help foster relationships with your recipients and grow your email community.
Managing a From Email Address using SendGrid
When we were designing our SendGrid platform, we tried to solve most of the existing email problems and make an extensible platform where other companies could add functionality and solve future problems.
One of the current problems is taking incoming replies from emails. We noticed many companies sending automated or transactional emails to their users using a From email address in the form of email@example.com. This creates two huge missed opportunities that SendGrid users can now easily take advantage of by using our parse API.
So why haven’t companies taken advantage of this in the past? First, it is difficult to set up the infrastructure to handle this. It requires setting up email server software, worrying about scalability, and maintenance.
Second, parsing emails correctly can be difficult. Emails are encoded differently, have multiple parts, languages, etc. Luckily, SendGrid makes all these pains go away.
Companies using SendGrid can get this functionality in minutes. SendGrid acts as an email proxy to web applications. Users just point a domain such as domainmail.com or a subdomain such as mail.domain.com’s MX record to our cluster mx.sendgrid.net and give us a URL to post parsed emails to.
Any email sent to that domain/subdomain comes to SendGrid. We parse it (including attachments), and post it to a web application.
This allows programmers to develop regular web forms that are exactly the same as if they were taking user input from a web browser. Companies can give unique email addresses to their users or use the same email address and include a unique identifier in the subject (such as ZenDesk) or in the body.
Try it out for yourself! Integrate in minutes with SendGrid’s email API.
Stop sending do-not-reply emails
The biggest takeaway from this article is to stop sending no-reply emails. They should never have been started in the first place, and they contribute to a poor customer experience.
Start using from addresses to filter your emails and allow users to interact with your brand. Yes, you’ll have to sift through more emails. But you’ll find it’s much more advantageous for you and your bottom line than rejecting communications with a do-not-reply email address.