(02) 8319 5850 christie@benelds.com.au

Do Not Reply

by | Mar 7, 2015

It’s not exactly a new concept that personalising your communications is beneficial to your bottom line – yet some companies (companies that really, really should know better) insist on using the worst possible “from” address in their marketing.

do-not-reply@

Why are “no reply” email addresses such a bad idea?

Successful sales boils down to one thing, and one thing only: people. You can be the best salesman in the world, but if your prospect doesn’t like you, you haven’t got a hope in hell. Being elusive or mysterious is not a trait you’re looking for in a successful salesperson.

So why on earth would you make your emails that way?

By using a no-reply email address you’re telling your prospects (and worse, active customers) that you have no interest in what they have to say.

The single biggest benefit to email marketing (and by extension, social media) is the fact that it’s a two-way channel.

You can’t have a conversation with a billboard, you can’t have a conversation with a flyer, you can’t have a conversation with a TV ad and you can’t have a conversation with a magazine – but with email your contacts can reply to any message they receive and start a one-to-one conversation with a person. Instantly.

 

Elusive or mysterious are not traits you’re looking for in a successful salesperson.

By using an unmonitored inbox you’re secluding yourself from your prospects and customers, and missing out on a spectacularly valuable opportunity to build a real relationship.

Beyond that, someone on your list might be trying to tell you that a link is broken. They might be trying to congratulate you on a job well done.

They might have a problem and need help ASAP, and you risk missing this because they sent an email to an unmonitored inbox.

By the time they finally get through to you they will be very, very pissed off. Instead of seizing the opportunity to deliver a great support experience, you’re forcing a potentially irreversible situation.

 

A “no-reply” inbox turns history’s greatest two-way medium into a pamphlet.

 

Some even go so far as to tell people that their messages won’t be answered. Sure, ebay, Amazon and Apple do it without it seeming to hurt their bottom line (although the long, long list of unhappy customers could suggest otherwise). But you’re not ebay. You don’t have millions of customers.

By using a no-reply inbox you’re telling people that you disregard their opinion and their time to such an extent that you’ll never even look at what they have to say.

And who the hell wants to buy from a company like that?

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