Following the release of "Let's Not Fall in Love", it was met with positive reviews from music critics, many of whom highlighted the track's unique and sentimental composition, and further praised the band's versatility with emotional and complex themes that are seldom seen in K-pop. A commercial success, the track topped both the Gaon Digital Chart as well as the US World Digital Songs and garnered nearly 1,400,000 downloads in South Korea by the end of 2016. The song's pastel-colored music video was released simultaneously with the release of E and depicts the band members in a hazily-lit school courtyard, each taking on the role of a boyfriend. Promotions for the single featured BigBang performing the song live on the music program Inkigayo along with their ongoing Made World Tour (2015–16).
