How you should handle your email replies, and why it matters a lot for great customer experiences
A new article on Marketing Land says that if your "reply-to" handling is automated, you could be missing out on an opportunity.
The author here asks if you've looked at your email replies lately? Specifically, the email messages that come back to your "reply-to" email address after you send an email campaign. We're told many are autoresponders, like out-of-office messages, but personal replies come in, too. These are the ones the author means.
That's because you might have a reply-to handling system set up via your ESP to process those automatically, but it could be high time to rethink how you manage this process. The author goes on to describe how the virus transformed our behaviors - not just as marketers and our companies but also as customers. Many people shopped online for the first time during the pandemic. We're reminded that back in the 1990s, marketers were focused on teaching consumers how to shop online. We took our customers by the hand and showed them how to do that.
The author points out that we're back there again, teaching segments of our customer base how to shop and interact online - and that's where emails can come in handy:
The author here asks if you've looked at your email replies lately? Specifically, the email messages that come back to your "reply-to" email address after you send an email campaign. We're told many are autoresponders, like out-of-office messages, but personal replies come in, too. These are the ones the author means.
That's because you might have a reply-to handling system set up via your ESP to process those automatically, but it could be high time to rethink how you manage this process. The author goes on to describe how the virus transformed our behaviors - not just as marketers and our companies but also as customers. Many people shopped online for the first time during the pandemic. We're reminded that back in the 1990s, marketers were focused on teaching consumers how to shop online. We took our customers by the hand and showed them how to do that.
The author points out that we're back there again, teaching segments of our customer base how to shop and interact online - and that's where emails can come in handy:
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"Reply-to handling is an automated feature that manages the replies to your email campaign. Marketers usually set up this function to look for keywords in the email replies like "Unsubscribe," or "Stop sending these emails," "I hate you!" or "#$@$ %&*%#!" and then processes them as unsubscribes. If you didn't configure the settings in your email platform (many don't), you might never have dealt with replies, but it's worth checking to see how the system works for you." |
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