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We’ve talked previously about why all the email addresses you send from (i.e. your email’s “return address”) should really exist. It’s because if they don’t, you’re email is going to get junk foldered, both due to spam complaints, and because some ISPs actually test whether your “From:” address actually exists.

But there are some email addresses – used as “From:” addresses – that even if you create them on your system – even if they really do exist – you should just never use.

“NoReply” and “DontReply” are two such addresses.

This is because even if email would actually get delivered if someone did hit reply, many spam filters now recognize that “[email protected]” and “[email protected]” usually don’t go anywhere. And so your email risks getting dinged and going to the junk folder.

Beyond that, if an email address on your list bounces, you’ll never know because it has no real address to which to bounce back – or it bounces to an address that you’re not really monitoring. And if you keep mailing to the same bouncing email address, you’re going to get..you got it..junk foldered. Maybe even blocked.

And really, best practices require that if you are sending email “from” somewhere, then, it should be a real somewhere which can receive replies – and that someone is monitoring.

Yes, there are big companies who do this. Guess what, these big companies actually have deliverability problems.

A much better solution is to figure out a way to monitor the email address from which you are sending that email – even if it goes to a unique folder on your end that you monitor less frequently than your regular mail queue (although even that is less than ideal – if you want your company to have a stellar reputation, you should be handling all non-spam email that comes in to you).

And then, use a “From:” address that’s much friendlier and welcoming than “noreply”.


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4 Responses

  1. There are other issues about using a REAL from address for mass mailings. 1 issue is that you will end up with TONS of “failure” emails delivered to your box. This can sometimes overload your system.

  2. The comments above assume that there has never been any managing of bounce backs. Of course there may be an initial glut of bounces (200 or TONS), but as you address those bounces on a regular basis, you’ll only get them occasionaly (even rarely). This, as the article says, helps increase your reputation amongst the various email servers.

  3. Mmh… interesting point;
    but: what if you are actually looking into the postbox “no-reply@xyz.com” to see if there are bounces?

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