noreply emails, or as I like to call them, “go away customer” emails

Now, a question. What’s the purpose of email?

Answer – communication.

What’s the least effective kind of communication for relationship building? One way communication.

Ok, so that was two questions, my main question is why oh why oh why oh why do companies STILL insist on sending automated emails that you can’t reply to??? (I don’t advocate gratuitous punctuation normally but this needed it)

I downloaded a paper today from a website, and asked for it to be emailed to me. And it duly was delivered – great.

BUT the email it was sent from was a “noreply@” email address. What makes this offence doubly frustrating is that, while I downloaded the content from a popular marketing publication site, the email (and therefore the content) was from a marketing agency.

So, really, marketing ought to know better – as it’s customer service and engagement rule 1: give the customer as many opportunities to engage with you as possible – and make it easy.

With today’s technology it is very easy to include a proper email address in automated communication, which someone could reply to – say if they had a problem downloading the content, or if there’d been no attachment as promised. Or they may have been so riveted by the content that they wanted to get in touch. You can route it to a mailbox, restrict out of office bouncebacks and apply rules so that it’s dealt with appropriately.

It really is the simple things that make the most difference – for example the automated email wasn’t personalised – but they know who I am as I had to log in to make the download.

None of it’s difficult – it’s just about attention to detail.

PS – if you’re reading this, and you have a jolly good reason for using a noreply email, I am genuinely interested in a lively debate.

About the Author

Charlotte Graham-Cumming

Director, Ice Blue Sky Ltd

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