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
✔ Improve deliverability
Replies signal to ESPs that your emails are welcomed and valued, boosting your sender reputation and ensuring more of your emails reach inboxes.
✔ Gain a competitive advantage
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.
✔ Stay ahead with conversational marketing
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.
✔ Build stronger customer relationships
Marketing emails often feel transactional, but two-way conversations create trust. Encouraging replies leads to deeper relationships, better retention, and higher lifetime customer value.
✔ Create a frictionless experience
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
Here’s how you can swap out traditional email calls-to-action (CTAs) for reply-focused engagement.
