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Need Higher Open Rates? Make Sure You’re Using the Best Sender Name and Email Address

Written by Anna Milward on April 1, 2015

When it comes to email marketing, getting your emails opened is at least half the battle. With spam filters becoming stricter, and email filtering systems like Gmail’s tabs growing in popularity, it can be difficult to get attention and get your email opened, never mind convincing your readers to follow your links.

There are a number of ways you can improve your email open rates, and one of the simplest but most often underestimated, is to look at your sender name and from email address.

Sender details are often overlooked as a marketing tool in favour of subject lines and an eye catching design and many people don’t really give much thought to who they are sending emails from. Using any old sender name and email address can actually be a big mistake. Sending emails with a generic name could mean missing out on a big opportunity to build trust and relationships with your recipients, and stand out in their inboxes.

Why are your sender details so important?

Email marketing is all about building relationships with your recipients, and the best way to do that is with consistency and personal engagement. Your sender name and email address are the only things apart from the subject line that your recipients will have at their disposal when they’re deciding whether to open an email or not.

This is especially true for mobile recipients. Due to the format of most email mobile platforms, very little will be displayed beyond the sender name and your email address so it’s essential that you make the best possible use of this space.

Familiarity builds trust

Research has consistently shown that familiarity with your brand is an essential factor in whether or not your emails will get opened. By displaying your name in your emails, your readers will learn to trust you (as long as your content is relevant and valuable for them) and over time this will mean they are more likely to open your emails than those from unfamiliar senders.

Personalisation matters

Using your name as the sender rather than a generic title like ‘newsletter,’ or ‘admin’ gives you an opportunity to engage with your recipients on a more personal level and makes you seem more human. If you aren’t sure your recipients will know who you are from your name alone, you can try adding in your company name after yours to help give them a reminder.

Personalisation is becoming more important than ever in marketing. Customer expectations are constantly evolving and now with more companies than ever using email, consumers are increasingly seeking out those they feel they can connect with on a personal level. By using your personal name as a sender name, and a personal email in the from address you can reach out to your recipients and help improve your open rates.

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