Best Practices for Email Sending Addresses

When you send marketing email, your email sending address and display name tells your recipients who sent them the message. It is just as important as your subject line and can be a determining factor as to whether your email is opened or ignored.

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Do's and Don’ts of Sender Names

In most situations, you want to use a brand name as your sending label so that your recipients can instantly recognize as yours. If your recipient gets an email from a name they don’t recognize, they have absolutely no reason to open that email.

If you absolutely think using a person’s name will be your best bet, consider following it with a comma and the company the person is from, or use some other convention to get the company name in there.

You may also want to weigh your From name options based on the types of content you send. For example, if a personalized From name is always paired with generic, non-personalized or even transactional content, that one-to-one relationship with your contacts could slowly fade over time.

Here are a few more things to consider when choosing a From name:

• Keep the name as short as possible while making sure it correctly reflects your brand.
• Use slightly different names to differentiate among subscription categories or types of communication.

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Do's and Don’ts of From Addresses

Now that your recipients have opened your message, you should reassure them with a credible From address so they know who the From name actually represents.

A common mistake marketers make is using a no-reply address, which is known to decrease response rates and overall deliverability as it suggests the relationship only goes one way.

“No reply” also deters recipients from wanting to add your address to their safe sender list or address book for the reason that it seems to be an invalid or unmonitored mailbox. Worse, if the mailbox is indeed invalid, you are losing out on all the valuable information you can find in out-of-office replies to help you clean up your lists.

Another bad mistake some marketers make when sending from an email service provider (ESP) is using a free webmail address such as @gmail.com or @yahoo.com.

Most of the major Internet service providers these days have DMARC policies in place, which enable them to tell all DMARC-compliant receiving servers to quarantine or reject a message that’s sent as their email address through a third party server (e.g. an ESP). As a result, using a free From address will most likely result in irregularly high bounces.

To further perfect your From address for your marketing email:

• Make sure your From address matches your From name.
• Use your main website domain or its subdomain (preferred). If it must be a separate domain, make sure the choice of wording matches the brand to maintain continuity.
• Create different, descriptive From addresses that identify who you are and what you are sending (e.g. info@companyname.com, eClub@companyname.com).

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Final Thoughts

As unimportant as the From name and From address may seem, they are small, but critical, building blocks for successful marketing and branding. Choosing them wisely, then staying relevant and consistent will pay off by getting more of your emails opened by the right people, and helping to protect your deliverability rates.

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