The importance of a name in the sent from email address
How important is it to select the correct sent from address?
When using an email marketing tool such as Adestra’s Message Focus, you are able to specify exactly what sent address you want the email to be labelled as being broadcasted from. From prevalent industry contacts through to brand names, this gives the marketers the flexibility to use 'sent from' addresses that resonate with their audience for improved recognition.
This flexibility can be a blessing but also a burden. If you’re choosing to broadcast as if from someone, over the past 4 years the Adestra team have learnt some valuable lessons.
If you broadcast from someone:
Monitor the inbound email channel
Many individuals believe it is from that person and expect to be able to reply to that person and get a response. In many cases, requests for more information or even orders are sent back into the inbound filters rather than through the channels suggested by your communication. Likewise, recipients often reply with personal messages for that person.
Keep named email contact in the loop
If you are choosing to send from someone, the chances are their name means something to your audience. To this extent, please ask their permission before sending. In many cases they will want to cast their eye over the email content to ensure no defamatory comments are made and that accuracy is ensured.
Do not over-use the same send from address
One client has been broadcasting from the same contact email address for a number of months. Many of their email recipients have added their name to a list of rules upon their inbox, in many cases to move their emails directly to the 'Deleted Items' folder.
Likewise, their email address has been stopped by SPAM server settings at certain company’s receiving email server. The net effect of this is that this contact email address can no longer use their own personal account to email industry contacts as they are picked up within these rules.
Ensure they are going to be at your company now and into the future
Building up the reputation of a key expert within your organisation is a worthwhile activity. These opinion leader’s comments and thoughts carry weight. However, if you have been broadcasting from a person for a number of months, and this person leaves your company you will be forced to stop sending from them. By replacing this name you lose the recognition you’d developed
Through Adestra’s Message Focus, you have complete control over who you send your emails as. Across our client base, marketers use:
- Company Names
- Product Names
- Key Contact Names
- Brand Names
- Web Site Addresses
- Customer Service Operations
- Promotion Names e.g. Summer Sale
Adestra would recommend varying the 'send from' address for tactical promotions. For regular newsletters, using a consistent product name/branding name is sensible to aid recognition.
Essentially, test, test and test again. Although this phrase is an age old adage but with Adestra’s Message Focus’ reporting tools you can understand what works and what doesn’t. We recommend that you monitor the open rates and learn which sent from address works for your business.
More information about our email marketing broadcast services
Adestra provide welcome tactical advice and input on our client's email marketing program. For more information about how we can work together with you to improve your email marketing, please contact us and ask us about our email marketing services
Adestras Message Focus
Adestra have a proven track record in providing email marketing tools, technology, strategy and support for a number of large corporate players.
From product delivery for large publishers through to tactical direct response promotions for travel providers, all clients always benefit from the shared best practice and knowledge our team have gained working within email marketing since 2000.
For an overview of Adestra's email marketing services, please see our email marketing system, Adestra's Message Focus or for a demonstration, please contact us
