Most customers simply aren’t going to go through the trouble of finding your website, clicking on the contact form, and then filling out your forms to send you a message based on your marketing messages to them. Instead, they’re going to want to communicate with you the same way you did them. That means if it’s email messages, you need to pay attention to your email responses. Let’s look at some of the reasons your audience may need to communicate with you by hitting reply.
You Made a Mistake – This is the number one reason most people will hit reply to an email message. You have a typo, your link doesn’t work, or something else went wrong. They just want to help you.
They Have a Question -- They have a quick question about how to do something that they need to know now to move forward. If you’re not monitoring your email messages, you may miss out on a very important sale.
They Want to Promote You – When you send a good offer via email to someone on your list they may be a super affiliate who wants to promote you. Imagine how horrible it would be if you missed out on that.
They Want to Update Their Information – Not everyone knows how to update their own information and may need instructions. Some people will reply to an email to give you a new email address. Naturally, due to SPAM laws, you’ll need to send them to a link to re-subscribe with the new address or other instructions, but you don’t want to miss this because if you do, you’ll end up without that responsive customer on your list.
They Have a Complaint – Often complaints will come in wherever they are. If they’re on social media, you’ll get it there. If they’re on your site, they’ll do it there. But if they have an old email from you, they will go there. If you don’t answer or notice, it will look very bad to them and they may get loud about it. What’s more, it is usually not something super bad, just made bad due to lack of easy response.
No-Reply Makes You Look Bad – You want the privilege of being in their email box, but you don’t do the same for them. That makes you look selfish. You’re not selfish, just misinformed. Since other companies do it and it can seem reasonable, that’s why you did it. But, customers don’t see it that way, and if you want to please your customer of one, you must be easily reachable.
Increases Deliverability & Conversion Rates – When people reply to your emails, it makes deliverability and conversions go up. Two-way conversation looks good to Google, to your customer, and to the customer’s email software - which will not send you to SPAM if there is two-way communication going on.
No One Likes Machines – Sorry, but the truth is no one likes automation or machines when you’re thinking from a customer’s point of view. While most customers are smart enough to realize that some automation takes place, they don’t want to think that’s all they’re getting. They want to believe it’s from you. Otherwise, they’re going to report it as spam.
When you offer high engagement you will spot trouble, issues, and situations that could turn into problems easily. You can fix that broken link, you can address any problem, quickly, before it gets out of hand. It’s not your customer’s problem if your shopping cart isn’t working. They have no obligation to tell you, but if they do, they may become a customer for life because they cared enough to reach out and help you. Let them.
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