Email marketing: Why your From Name will affect your open rate

Choose your “from” name carefully and you could improve your open rate

A quick survey. Which of these emails are you more likely to open?

Set A

Set B

The correct answer (according to me!) is Set B.

inbox screenI receive a lot of e-shots and email newsletters these days with only a person’s name in the “from” section of the email like Set A  above.

The problem with this is, if you have a large list many of the recipients might not know who the sender is.  This increases the risk of them deleting the email without reading it.

Another big issue is these days spammers are using real names in their spam messages, to try and make the email look like a personal communication. This means spam savvy email recipients are even less likely to open your e-newsletter, unless they know you personally.

My tip: Unless you’re so well known that your name alone will suffice (eg. Richard Branson, Alan Sugar) , always include the company name. You could just use the company name on its own, or if you want to add a personal touch, add the sender’s name as well. The examples in Set 2 above use both these approaches.

Bonus tip:  Use a real “from” email address not a “no reply” address.

I often see larger companies using a “no reply” email address meaning the address cannot receive replies.

The problem with this is, what happens if a recipient replies with a question or complaint? Their email just gets ignored!

I recommend always using an address which can receive replies.

Yes, it means you’ll also receive all the out of office replies but you can easily sort all the emails by subject line and delete these, leaving genuine replies to be dealt with.

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