The Importance of the From Address
The From address is vital for email marketing to succeed as a form of communication. Most people will not open an email unless they recognize the From address. The need for sender authentication arose because email forgeries attempted to trick mail recipients by using a From address that came from a trusted source. Most people think of the From Address as just an email address for subscribers to respond back to. If that is the only consideration you make then you should read on further. The From Address can be something completely different than the Reply to Address that you configure in your email marketing software.
More than Just an Email Address
Do not use just an email address as your From line. This does not look good because most subscribers are use to seeing a name in that column. But be forewarned, there may be some email clients where this is a moot point as they are configured to display the From address. When this happens you should relate your email address to the purpose of your mailing. Some examples include ‘firstname.lastname@example.org’, ‘email@example.com’, ‘firstname.lastname@example.org’, and ‘email@example.com.’
If you use a person’s name follow this with a comma and then the organization you are from. You only have 16 characters to work with so you should test this to see if this is enough space to reasonably allow a reader to make out who it is from. Using just a person’s name should be avoided unless you are sure that this is someone that your reader will know.
Simply displaying your company or brand name should be sufficient for your subscribers to recognize you. If you choose to use to use a department name be sure to also include your company or brand name so that your subscribers recognize you.
Also, keeping a consistent From address will keep consistency in your subscriber’s email clients and help avoid your message from being placed in junk mail folders. A good example of how the From line is used can be found in political mailing lists.
Only Interested If They Know Who You Are
The From address tells you who the email is coming from and it can take any of the following forms:
- Someone within an organization (CEO)
- A department within an organization (Customer Support)
- The brand or name of the organization (such as Apple)
- A product Name (such as iPhone)
- A descriptive name (such as the Daily Beast)
If your name is Steve Jobs, most people that know who Apple is would recognize your name if it was added to the From address of an email that was sent to them. It may however strike someone as strange to receive an email from Steve Jobs if all you did was buy an iPod. In Business to Business communication it is common to include the From Address in an email. Consumer oriented companies such as Apple are better off leveraging their brand name in their From Address and being consistent about doing so. If your company is a household name then there would be little reason to consider using anything else.
What you choose as your From address depends on what your relationship to your subscriber is. In order for them to open your email it’s important that they recognize and identify where that email is coming from. If the subscriber does not recognize your email address they’re likely to mark your mailing as spam and this will ruin your sender reputation and your ability to deliver mailings. According to the Email Sender and Provider Coalition, the From line is the basis for 73% of email recipients clicking on the Report Spam or Junk button on their email client.