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Kostas_K
Advisor
Advisor
1,383

Short answer:

Probably not. It can have a negative impact on your sending reputation and brand image. 

Here’s the long answer:

There are valid reasons why you may want or need to use a noreply@from address.  Maybe you are a franchise with centralized marketing so individual replies wouldn’t make sense. Maybe your business or content is sensitive or requires real-time conversation, so you prefer customers to log in and use live chat instead of email. Or it may be that your company does not have the technology or resources to deal with email replies in a secure way.

Despite sometimes there is a need to use a noreply@ From Address, that is not always the case. Noreply@ addresses can cause problems, so an alternative From Address should be used where possible.

However, if a noreply@ From Address must be used, the following should be considered:

It may make your customers not want to communicate with you

By preventing subscribers from directly replying to an email you sent them, you can create a bad subscriber experience. Convenience and personal choice are important. A noreply@ address is a barrier preventing customers from achieving their objectives (like asking relevant questions, providing feedback or seeking information from you). That barrier will be a source of frustration.

To reduce this risk, if an alternative contact method is preferred, this should be explained and should be made easy to use and easy to find within the emails you send. If alternative communication methods are not easily accessible, there is a risk of customer dissatisfaction and a risk of losing future business with those individuals.

It can cause messages to become lost

Some recipients may not notice a noreply@ From Address and reply anyway. With no response to their email, there’s even more risk of customer dissatisfaction and lost business. It could also potentially cause subscribers to mark your messages as spam and unsubscribe when no reply can be sent.

It may potentially contribute to deliverability problems (i.e. spam folder placement)

Email replies from subscribers are one of the most powerful signals that the sender is important to that subscriber. By replying to your email, this signals directly to the mailbox provider this subscriber would like to continue receiving more emails from you in the future.

In certain cases when a subscriber responds back to you, your sending domain will be automatically added to their personal safe list or contact list. By being on this list, you can bypass spam filters and land in the inbox of that subscriber.

It’s extremely unlikely that a subscriber would go out of their way to add a noreply@ domain to their contact list manually. By discouraging direct responses to your email, you’re missing a valuable opportunity to increase engagement and inbox placement with subscribers.

Noreply@ reduces the value of your branding strategy

In most business cases, branding strategy is part of your email marketing strategy. Branding strategy builds customer loyalty and engagement, which is one of the most powerful signals to mailbox providers that your emails are wanted. If you take the route of using the noreply@ address – you miss out on adding value to your branding strategy when sending emails.

Transparency

One of the most common mail providers’ best practices is for your emails to be transparent (and consistent). Noreply@ From Address does not add any value to transparency when compared to other choices like support@, marketing@, service@ and similar. As such, by choosing noreply@ From Address you are also choosing to partly ignore working in line with what mailbox providers wished you did.

This does not mean that using noreply@ From Address will score you any negative points in reputation, but it will not score you any positive points either. Whereas, using a transparent From Address may benefit you in the long run.

 Emarsys Reply Management

If you do not have the in-house ability to handle reply emails, we make it easy to manage them. Our helpful guide on Reply Management explains how to easily organize and respond to replies directly from our platform.

What’s next?

Please leave feedback below and/or hit the “like” button to show this type of content is useful.
You can ask questions and provide suggestions for helpful email deliverability topics in the Q&A area Q&A – SAP Emarsys Email Deliverability.

And if you’d like to find out more SAP Emarsys, you can visit the community page: SAP Emarsys CX.