Last Updated: Mar 27, 2017
You know the subject line on the emails you send out is important, but equally important is the “from” or “sender” line. The from line is the very first field most email software displays, and the first thing your readers are likely to see. Here are three tips to help you stand out in your subscribers’ inboxes.
Lots of attention is given to crafting the perfect subject line. And that level of attention is well deserved—subject lines are an important component to a successful email campaign. It’s often overlooked, however, that subject lines are not the only information appearing from the sender in the inbox.
The “From” field is the first column in most every inbox, and plays a large role in determining whether an email is engaged with, or ignored. Think about it—are you more likely to open an email sent from someone familiar? Recognition in the inbox plays a huge factor in email campaign success. Most people (as you’ll probably agree) don’t like to open emails from people they do not know or trust. That’s part of the reason why “Junk” or “Spam” folders exist. The last thing you want is for people to mistake your email for one of those unwanted messages
So, what can you do to combat this problem? Here are 3 tips that will help.
1. Select the optimal “From Name” to get you recognized.
The easiest way to decide what your “From Name” should be is to answer the following question: “How will people quickly and easily recognize my business or organization?”
For some, it will be the name of your brand. For example, if Betty Brown owns a diner with a strong local following, she should opt for Betty’s Diner. But if Betty is better known by her clients on an individual basis for her catering services, she may want to use Betty Brown as her “From Name” so that her clients will know it’s coming from her.
2. Use the appropriate “From Email Address” for increased recognition and legitimacy.
The email address you decided to use when you first set up your email marketing account may not be the same email address that you want to use today. It may seem like a small detail, but familiarity with the person sending the email is the top reason why they decide to open. If you’re still using a personal email address ([email protected]) instead of your branded business email ([email protected]), you could be missing out on a simple way to give your emails legitimacy and make them instantly recognizable.
3. Brand your subject lines when appropriate
While you may not always have room to inject your brand name into your subject line (the most effective subject lines are between 5-7 word or 30 characters or less), it might be worth trying if you still think people are having trouble recognizing your emails.
Here are a few simple ways to do it:
When it comes to getting recognized in the inbox, seemingly small improvements can make all the difference. With the busy holiday season upon us, is the time to put these small tweaks into action, and make sure your business gets noticed. With these changes in place, your emails are sure to stand out during the upcoming the holiday season and beyond.
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Ellen Williams, Constant Contact Regional Development Director, New York and Southern Connecticut
Ellen has over 20 years of technology and marketing experience and has presented to over 4,000 small businesses, nonprofits, and associations. Her advice on best practices help organizations understand how to build great customer relationships that inevitable grow their businesses.