Are you guilty of ignoring your email recipients? Sending bulk emails from a do-not-reply address is one of the biggest email marketing mistakes you can make.

The thought of having to wade through endless complaints, spam and auto-responders is enough to deter even the most enthusiastic email marketer from taking the plunge and opening the lines of communication, but refusing to let your recipients reply to your emails could be impacting your marketing efforts more than you realise.

If you use a reply-to email address to send your marketing emails it is highly likely that you will get some complaints, spam or out of office auto replies. On the other hand, you may also get positive feedback, requests for quotes or information about your products and services and insightful comments that will help you improve.

Missing out on the potential benefits because of a few possible negatives is not going to help your business in the long term.

Here are three of the main reasons why you should open the channels of communication and encourage your recipients to reply to your emails:

1. Interaction

Great marketing isn’t just a one way process, these days it is all about personal interaction and connecting with your audience. By taking the time to read and reply to emails from your recipients you can take advantage of a fantastic opportunity to build relationships with them and find out what their needs are. Chances are you will also get a reputation for great customer service!

2. Higher deliverability

When a recipient replies to an email from you, you get added to their contact list which means more chance of getting into their main inbox along with an improved reputation with their ISP. There is increasing evidence that ISPs are using levels of engagement including whether or not recipients reply to emails to decide which emails should go into the junk folder, the primary inbox or be blocked altogether.

3. It shows you care

Nothing screams complete lack of interest louder than receiving an email from a do-not-reply address. By making it clear that you are open to receiving communication, criticism, feedback or whatever your recipients want to say you are showing them that you respect their opinion and value their feedback.

For many recipients, email is the most convenient way to get in touch with you if they want to offer feedback, make a complaint or purchase something from you. By monitoring and replying to their emails you can show that you put their needs first and that is the cornerstone of great marketing.

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