Email marketing is still one of the most effective ways to market your company and wring out more sales from your existing client base. However, when it comes to using email, you’re not the only one vying for your prospect’s valuable time.
Like it or not, SPAM has changed how we sort through email. But when you get your “From Address” right, your email has a greater chance of being opened.
The Humble and Overlooked “From Address”
You may not give this area of the email much thought, but it is the number one column that gets scanned to determine the email’s importance. In fact, the from address drives 65% of all opens!
Get it Right
Make it Recognizable
The From Address is easy to sort because we look for names that are familiar, then business or group names that we recognize.When you’re putting your email together, consider who will be receiving the message and whether or not your first name or business name will be most recognizable.
Display Names VS Email Address
In many email programs there is an option to use a display name instead of the email address. If you go this route, your domain name won’t show, so it’s important that you have something in the display that will be easily recognized. Here’s an example:
Stephanie Jackson would not be a name I immediately recognize, but UBC is. Next I’ll look at the subject line for more clarity. Before you use a personal email address or display name determine whether the person’s name is at least as recognizable as the brand.
Consider Truncation
Sure, putting the date and volume of your newsletter is nice for you to reference. But if your recipient keeps the from column narrow, all your recognition may go out the door. Here’s an example:
This would be better:
Not only is the company name easy to see even with the rest of it hidden, but the subject line is compelling.
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About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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