Who are your emails from?

When you’re working on a big email marketing campaign, most of the focus is on the content of the email itself — as it should be. Next is the subject line, which is a big factor in open rates. What’s often overlooked, though, is the name and address that your email is “from”.

While I generally think of the subject line as being the most important element to get people to open an email, the folks at Campaign Monitor have said that “ Studies on email open rates have found that trusting the sender is the single most important factor in whether an email is opened or not. “ If the “from” field is suspicious, nothing else matters because the email will never be opened.

Who is it from?

There’s not a single right answer on what to use. There are two general directions you can go with: the name of the company, or the name of a human. In most cases, the human name will perform better.

Of that, though, you have a variety of choices for people to use:

• The company founder
• The marketing director
• The customer service rep that many clients know

Finding the right person is up to you, and it may take some time. If you’re not sure, run some A/B testing with different “from” names to see which performs best. As long as you use a real person (and never ever use “noreply”), you should have favorable results.

Originally published at https://www.mickmel.com on December 29, 2021.