The response people forget to plan for.
WHY IT MATTERS
Replies are frequently the most valuable outcome of a campaign. Someone taking the time to write is interested.
WHAT PEOPLE DO WRONG
Sending from an address nobody reads Using noreply@ Not planning for the volume
WHAT TO SET UP
A monitored address, checked after every send Someone responsible for replying
WHAT REPLIES CONTAIN
Questions about the offer Orders, placed by reply because that is easiest for the customer Complaints Unsubscribe requests, from people who did not find the link Out-of-office replies, which are noise
HANDLING UNSUBSCRIBE REQUESTS BY REPLY
Process them manually. Someone who asks to be removed has effectively opted out, and continuing to send produces a complaint.
TIMING
Send when you can respond. A campaign going out on Friday evening leaves repliers waiting until Monday.
WHAT THIS TELLS YOU
Reply content is direct feedback on your campaign. Read it rather than merely clearing it.
