Why shouldn’t I use a ‘no-reply’ address?

When you’re composing your message, you’ll need to add a ‘from’ email address as well as a ‘reply-to’ address.

The ‘from’ address is what your subscribers will see as the sender when the email arrives in their inbox. Spam filters will scan the email to verify that the message comes from the correct sender and that the address exists. This is why we recommend using a valid email address in the ‘from’ field.

The ‘reply-to’ address is the email address you want all replies to go to when subscribers click ‘Reply’. If you don’t want to receive direct replies, we recommend setting up a valid alternate email address to accept these replies, as opposed to a non-existent one. Setting up the reply email as no-reply@example.com is not advised for a number of reasons:

  • Allowing contacts to reply to a genuine email address means that your emails you are likely to be automatically added to their safe list, so future emails from you will go straight to their inbox.
  • In the same way mail servers scan the ‘from’ address, they scan the ‘reply-to’ address. An address like no-reply@example.com is associated with promotional communications and spam, so spam filters will likely block your email from downloading into the inbox; either rejecting it completely or sending it straight to the Spam / Junk folder.
  • A no-reply email can be bad news for delivery rates in the long-term, and negatively affects your sending reputation with Gmail and other web-mail clients. It decreases your open rates and increases unsubscribes and complaints.
  • Using a no-reply email comes across as dismissive for those clients who do want to communicate. There’s a huge chance you’re missing out on great customer feedback and user comments that could improve your communication / marketing efforts.