05.27.20163 min read

Just Say No to [email protected]

Setting up a marketing automation platform requires collaboration and decision making. Most of the decisions are large scale, like governance and system access levels; some of the decisions require collaboration with IT, like where you’ll host your landing pages or what email address you will send emails from.

Don’t start yourself off on the wrong foot. One of the biggest mistakes a company can make is starting off their use of marketing automation (or even email automation) with an email address that starts with [email protected] By doing this you immediately show people you don’t want to have a two-way conversation.

Not everyone on your team may feel as strongly about [email protected] though, so you may need a bit of ammunition to convince them:

1. Reply emails go into the abyss

I know, right off the bat you’re thinking, “What replies? And who is going to monitor this?” Realistically you may not get a single reply except auto-responses from out of office and the occasional notice letting you know an email address is out of commission. These auto-replies may take a little bit of time to review and clean out, but it’s a great tool for keeping your database clean (and it’s free!)

You can also use those out of office responses to analyze the best send days. This is data that would go unexplained otherwise.

But let’s say that someone has a genuine interest in the content that you’re sending them and they reply to the email for more information. Your [email protected] email address sends their response into the abyss of the Internet. You’ve lost a potential customer or client because you decided you didn’t want to receive communication from them.

2. Deliverability

While this word can be easily misunderstood, it’s important to call out the fact that recipient engagement with your emails is a major component of how ISPs measure deliverability. A [email protected] email address isn’t going to entice a user to engage with your email like it would if that same email came from a “real” sender.

3. Legal requirements

Many laws governing email (think CAN-SPAM, CASL) require that you respond to requests to unsubscribe users from your emails in a reply. If you have a no-reply address there is a disconnect in your response chain and thus, your ability to honor that unsubscribe request.

CAN-SPAM also requires that your addresses not be misleading or false. While it is a little bit of a stretch to say a no-reply address is misleading, transparency is always the best answer for managing your email marketing. Why not start with the sending address?

Even though it can be enticing to hide those pesky unsubscribes and keep your inbox clean by using a [email protected] email address, you want to open the lines of communication, not shut them down. Instead of building a wall between you and your customer, send your emails from a real person, even if that reply email goes into a filtered inbox that is checked less frequently. Customers want to feel heard and appreciated, so it’s up to you and your marketing team to make that happen.

This article was written by Lauren Kincke from Business2Community and was legally licensed through the NewsCred publisher network.

Was this post helpful?
Created with Sketch.
Infusionsoft cornerstone spinner
close button
Subscribe to our weekly newsletter!

5 Reasons to Subscribe:

1. Weekly tips to dominate sales and marketing

At our core, we're focused on helping you become a sales and marketing machine. We tap into the genius of the best salesfolks and marketers out there to give you daily tips to grow your leads, make more sales, and keep more customers.

2. Expert small business resources that cost you zero dollars

Want to go deep? We have you covered with free guides, webinars, and tools on a range of topics from marketing automation, CRM, and digital marketing to building sales and marketing strategies from the ground up. All for free. All for you.

3. We're focused 100 percent on small business success

We exist for one reason: helping small businesses succeed. We give you the ideas and insights you need to blow the competition out of the water. We serve business owners who are hungry to put in the hard work to grow their business and own the market.

4. We do the work for you

Running a small business is a 110 percent endeavor. You don't have time to surf Internet for the best small business insights and ideas out there. We'll do that for you with the best original content from our team and from industry experts and small business owners.

5. But wait, there's more!

Small business success means more than just sales and marketing, so we also hit on a range of topics to help your small business thrive, including personal and business growth, customer service, and business management.

6. Righteous GIFs

OK, we said five reasons, but we like to overdeliver...and GIFs. We really like GIFs. You're bound to see some righteous ones.

GIF of Ferris Bueler principal's assistant

P.S. We'll never give out your information. We'll only use it to send you awesome content and resources, if you're cool with that.