Dana VanDen Heuvel: So is your “FROM” detail helping or hindering your open rate?

February 29, 2004

So is your “FROM” detail helping or hindering your open rate?

Permission Marketing-NZ: Is your “From” address working for or against you?

I know I've bitched about this before, but I still see so many major name companies sending marketing emails using "From" addresses that are complete nonsense. Some of my personal favorites:

Using the "From" address of:

editor

webmaster

newsletter

info@newsletterprovier's host name + some random numbers

Company Owner's Name for a company that no one but their mother would know the founder's name

sales

Chris Price of Permission in New Zealand recommends the following:

Pick an easy "From" address that will give you quick recognition. Can someone read it and know instantly who you are and why you are there. The company name is an obvious starter here rather than the newsletter name or even the person sending the message.

Rather than your message coming from “Customer Survey” I would put it from ABC Limited Survey.

Only people’s names at the best of times, and unless the name is well promoted, having to recognise the same name each month could also be a problem for your subscribers.

Use and email campaign tool where altering the “FROM” detail is an easy option – some make it quite a task.