Email marketing is the use of email to promote products or services and to develop relationships with current or potential clients. It allows companies to deliver their message to the customers and is used to build relationships with clients, keep them informed and provide added value to the relationship. In our previous blog post, we touched base on the nine essential aspects of an efficient email marketing campaign, and today we’ll discuss one of the most important things that affect the email open rate—a sender name.
Sender Name: Main Rules
An email open rate shows how many recipients open an email sent by you. This is one of the most important metrics one should track to analyze an email marketing campaign because if you message isn’t even open, you naturally cannot expect any other positive actions from a recipient, such as clicks, buying, subscription, etc. Recipients decide if they’re going to open an email based on what they see first. Which is just a single line of text. It basically includes a sender name and a subject. The latter we will discuss in another article, let’s focus our attention today on the sender’s name.
A sender name is the first thing a person sees when receiving an email. This is where the decision about opening the message is made, so be careful and mindful when choosing your sender name.
Three main rules:
- Explicitly fill in the sender name section.
- Make it obvious that the email is from the company, not from a personality.
- A length of a sender name should be up to 20 characters.
Let’s go through these rules and observe different examples.
Explicitly Fill In The Sender Name Section
Never use unnamed variants like ‘no-reply’ or ‘info.’ If there is no sender name and all the recipient sees is an address, such emails are perceived as system messages that don’t need attention and aren’t worth reading.
There is a word ‘check’ there, so the sender apparently wants me to do something. However, due to the ‘no reply’ in the sender’s name my brain blocks the message—I just don’t see it. Like, physically. And statistics show that I am not the only one, no one ‘sees’ such messages, we unconsciously block them as if they don’t need any of our action.
If you want to encourage a person to open your email, it should be a message sent by a company or by a particular company team member.
Brief and informative sender name, I as a recipient am happy with it.
Make It Obvious That The Email Is From The Company, Not From A Personality
Still, don’t use a person name alone, without a company name in a sender section. When recipients see a name and a surname, they expect a message to be from a person. When the email turns out to be a marketing newsletter, people feel disappointed and may even unsubscribe.
In this example, a person’s name is used instead of a company name, but the letter is obviously spread between all subscribers of their mail list. Looks like it’s sort of deceptive.
Moreover, here in the first line, they kindly suggest me to unsubscribe which is hard to resist, to be honest. Such a poor first line refers to the preheader problem, we will discuss it in the next blog post.
In the next example, they use a name of a person in a sender section and add the company name at the beginning of the subject line. Question is, why not to use every section for its natural purpose?
Additionally, with all this mess, the subject does not appear to be very informative. Avoid it whenever possible.
If you need to specify a person as a sender, you can use a format like this: [name] [surname] from [company name]. This will be fair and elegant. Look at the example.
This ‘Joe’ is an author of all their mass mails. I have no idea if he is a real person or an alias, but it doesn’t matter because they don’t try to mislead me: they explicitly show that the message is from the company.
It is a story about meeting expectations. Even if people have subscribed and agreed to receive your newsletter, a message from a company that pretends to be a personal email can be extremely annoying. In email marketing, there’s nothing worse than being annoying or disappointing your subscribers.
The Length Of A Sender Name Should Be Up To 20 Characters
Remember that the sender name section is relatively short. You should fit within 20-chars to make it displayable on every device. It may seem too few, but in reality, it’s quite enough, in particular, because the name of a company or a project is rarely very long. Concise names are far easier to recall which, of course, is vital for business.
If the sender name is too long, it will automatically shorten by the mailbox and may look unclear which will not help your recipient decide whether to open it or avoid doing so and since not doing something is far easier than doing it, they will most likely “mark as read” and move to the next one. This problem, fortunately, does not often occur in marketing emails, but everyone faced it when working with Google Documents, for instance. It may look something like this:
This is not from a marketing campaign and Google is not going to sell us anything with such an automatic message, but is such a view convenient for users? Now imagine if one faces it in a marketing email with call-to-actions and stuff. Bet, it won’t work well.
To sum up: be fair, brief and informative when you fill in the sender name section for your email campaign.
Next week we’ll talk about a subject line which is another significant part of the first expression from the email.