No-Reply: what are the justifications of advertisers who use it?

Within the framework of the #noreplywarwe had the opportunity to receive from numerous comments coming from advertisers to their use (or not) of No-Reply.

Interestingly, the media on which we received the most responses from advertisers is Facebook, and to a lesser extent Twitter. On the other hand, questions asked by email or via contact forms on advertisers' websites were rarely answered.

The reasons!

The main reasons data by the advertisers of theuse of a No-Reply email address in their newsletters:

• Refusal to multiply the number of contact points;
• Fear of overloading their customer service;
• The difficulty of sorting the requests coming by email;
• They find that there is no reason to respond to their commercial emails!

Multiplication of contact points

This is the answer that is given most often ... and yet it is very strange. It looks like an answer given by default, probably because of a lack of reflection on the subject.

However, in recent years, the number of places where consumers can get in touch with brands has exploded. We can think for example of social networks, forums, blogs, consumer reviews on e-commerce sites, etc. And these different places of discussions have often been taken into account by brands. So why not email, which offers greater control over the discussion?

Too many requests for customer service

Really? However, as emailing plays a very important role in the purchasing process, this is perhaps a way to take customer questions as early as possible in the conversion processlong before he was tempted to leave.

There is no reason for a massive increase in the number of customer service calls, but if there is, it's time to listen...

Difficult to sort out the requests

We enter here in a interesting argument ! It is true that it is much easier to sort requests in a form where the consumer is actively asked to categorize the request "a priori". But some tools exist on the market allowing to make a sorting emails based on keywords.

Let's not forget that one of the keys to success for brands on the Internet is thecustomer experience. This one must be as optimal as possible and advertisers must therefore put in place all available means to achieve this.

There is no reason to answer our emails!

Why not verify this statement by leaving the door open for your customers? You might be surprised!

Conclusion

There is clearly a question of means that is put forward! And this is quite understandable. But the relationship with your customers, the resolution of their questions, the dialogue that must be created between them and you is extremely important. You must not don't sacrifice this part of your business for the sake of savings.

It is also essential to build bridges between marketing, sales and customer support departments. This is true for social media management, but it's also true for the entire relationship you have with your customers.