Email replies are now the strongest email engagement signal. Learn how reply-focused CTAs in your marketing emails can improve inbox placement.
Email deliverability
This one simple tweak can skyrocket your email deliverability
Last updated
March 3, 2025
Read time
5 min
Written by
Landon Ray
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Introduction
For years, email marketers have obsessed over open and click rates. But in 2025, the most powerful engagement signal isn’t a click — it’s a reply.
Replies signal to email service providers (ESPs) like Google and Yahoo that recipients find your emails valuable. The more replies you receive, the more likely your future emails land in the inbox instead of the spam folder. Over time, this strengthens your domain reputation and improves deliverability.
Why email engagement matters more than ever
Why email engagement matters more than ever
Email remains the most powerful digital marketing channel. In 2024, it delivered an impressive ROI of $36 for every $1 spent, with some businesses increasing revenue by up to 760% through targeted campaigns.
But the email landscape is shifting, and inbox placement is tougher than ever.
New authentication requirements from Google and Yahoo, introduced in 2024, were designed to reduce spam, but have also impacted credible email traffic. A staggering 20% of legitimate emails now fail to reach inboxes (Validity 2024). Plus, spam complaint rates have doubled since 2022 as recipients become more selective about the emails they engage with.
To keep emails landing in inboxes, marketers need to focus on quality content and real engagement.
Not all engagement is treated equally
Not all engagement is treated equally
ESPs are the judge when it comes to your email reputation. Here's how they rank engagement signals, from least to most valuable:
- Opens – Open rates have become unreliable due to Apple's Mail Privacy Protection (MPP). MPP preloads email content, including tracking pixels, before the recipient even sees the message. This artificially inflates open rates, making them unreliable as a measure of true engagement.
- Clicks – Clicks are still relevant, but have been overused to the point that they no longer meaningfully impact sender reputation. Some recipients click without truly engaging, and bots can artificially inflate click rates, making them less reliable as an indicator of genuine interest.
- Replies – Replies are the new gold standard. A reply is an intentional, active form of engagement that requires effort from the recipient — far more than a passive open or a quick click. It signals to ESPs that the sender is trusted and that the email content is highly relevant.
Why replies are the key to email success
Why replies are the key to email success
Replies signal to ESPs that your emails are welcomed and valued, boosting your sender reputation and ensuring more of your emails reach inboxes.
Because seeking replies is an untapped strategy, early adopters have an advantage. ESPs expect very low reply rates to marketing and automated emails, so even a small number of responses looks great.
With AI-powered chat, real-time customer support, and a growing demand for authentic engagement, consumers now expect brands to interact with them like real people — not just send one-way promotions.
Marketing emails often feel transactional, but two-way conversations create trust. Encouraging replies leads to deeper relationships, better retention, and higher lifetime customer value.
Reply-based CTAs eliminate friction — no extra clicks, landing pages or unnecessary steps. Recipients can take action directly from their inbox, making engagement seamless.
7 reply-based email tactics you can use today
7 reply-based email tactics you can use today
Here’s how you can swap out traditional email calls-to-action (CTAs) for reply-focused engagement.
Access to resources
“Click here to download our guide.”
“Reply with #Guide and we’ll send it right over.”
Event registration
“Click here to register on our website.”
“Reply with #Register to confirm your spot.”
Feedback collection
“Click here to take our survey.”
“Reply with your feedback, and we’ll send you a thank-you offer.”
Personalized upsell offers
“Click here to learn about our premium plan.”
“Reply with ‘Upgrade,’ and we’ll send you a personalized offer.”
Re-engagement
“Click here to update your preferences.”
“Reply with ‘Stay Connected,’ and we’ll keep you in the loop.”
Course delivery
“Log in to watch the next lesson.”
“Reply with ‘Lesson 2’ to get the next video.”
Product information
“Click here to view product details.”
“Reply with the product you’re interested in, and we’ll send you all the details.”
1. Access to resources
Traditional way:
Click here to download our guide.
Better way:
Reply with #Guide and we’ll send it right over.
2. Event registration
Traditional way:
Click here to register on our website.
Better way:
Reply with #Register to confirm your spot.
3. Feedback collection
Traditional way:
Click here to take our survey.
Better way:
Reply with your feedback, and we’ll send you a thank-you offer.
4. Personalized upsell offers
Traditional way:
Click here to learn about our premium plan.
Better way:
Reply with ‘Upgrade,’ and we’ll send you a personalized offer.
5. Re-engagement
Traditional way:
Click here to update your preferences.
Better way:
Reply with ‘Stay Connected,’ and we’ll keep you in the loop.
6. Course delivery
Traditional way:
Log in to watch the next lesson.
Better way:
Reply with ‘Lesson 2’ to get the next video.
7. Product information
Traditional way:
Click here to view product details.
Better way:
Reply with the product you’re interested in, and we’ll send you all the details.
Scaling replies: How to handle the responses
Scaling replies: How to handle the responses
You might be thinking: How do I manage all these replies? The answer is automation.
Automate replies with Ontraport
Ontraport uniquely allows you to build an email ‘bot’ that responds based on the content of inbound emails, without integrations or coding.
With Ontraport’s Shared Inbox you can:
- Capture inbound emails automatically
- Use AI or rule-based systems to read replies
- Trigger actions based on the content of the reply, such as sending the requested resource or tagging a contact
Handling unscripted replies
What if someone replies with something unexpected? For example: “Hey, I’m interested in learning more about your home inspection services.”
If you haven’t set up an automation and response for that, it’s time for a human to step in. Fortunately, Ontraport’s Shared Inbox makes that easy, too. Your team can get notifications and handle conversations in real time — whether through email or SMS.
Final thoughts
Final thoughts
The best way to improve your email deliverability these days is to stand out — and engagement is the key.
ESPs reward genuine interactions, and replies are the strongest signal of interest. By shifting to a reply-driven email strategy, you can:
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Improve inbox placement
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Build stronger customer relationships
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Gain a competitive advantage in the evolving email landscape
Ready to start? Test one reply-focused CTA in your next email and watch what happens. The results might surprise you.
About the author
Landon Ray is the founder and CEO of Ontraport, a CRM platform built for scaling businesses. Since 2006, Ontraport has delivered billions of emails on behalf of businesses through its email automation infrastructure. As an expert in email deliverability, Ray helps businesses navigate the evolving email marketing landscape by sharing the latest best practices and strategies for success.
Related content
Related content
Learn how Ontraport’s advanced email infrastructure and expertise lands your messages in the inbox.
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Want to learn more about Ontraport's Shared Inbox so you can implement this strategy?
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