Hollywood star turned gin distiller Ryan Reynolds showed last summer how the OOO can become a marketing tool. “Thank you for your email and interest in Aviation American Gin! I’m away from my desk at the moment but will respond the moment they give me a desk,” began his first attempt. A few months later, along came another: “This is only my 2nd OUT OF OFFICE REPLY. From what I’m told, it should be short, sweet and NEVER overly personal or emotional.” After TV host Jimmy Fallon asked him to read one out on The Tonight Show, the resulting influx – around 20,000 emails in a single day – to [email protected] melted the small brand’s servers. Fortunately, it also reportedly piqued the interest of retailers and restaurants, keen to start carrying the tipple.
“I’m offline and have sporadic access to email until X date. For urgent matters contact Colleagues A and B. For true work related emergencies you can call me at Cell Number”

Smugness: it’s almost impossible to dodge in an OOO. London-based poet Rishi Dastidar, whose debut collection Ticker-Tape is billed as a “maximalist take on 21st Century living”, embraces this and lets his inner show-off have free rein by penning poems for his OOOs. “Yes, the tone of these poems is a little self-satisfied – but if you have to tell colleagues you are away, why not try and do it with a little style and pizzaz?” he points out, adding that it’s also one of the few mediums where you’re guaranteed an audience. Here’s how he explained he was away in France:
With a slightly modified email address to mirror yours, they can easily impersonate you using the personal information provided in the OOO message and exploit your absence. Knowing where you are and how long you may be gone can lead to an attempt to initiate a transfer of funds or access confidential data. They might even go the extra step and reference how great their “trip” is going just to make the message appear genuine.