10 Tips to Optimize Your Newsletter’s Sender Address
Along with the subject line, the sender address is the first information that your contacts will see. As part of the digital envelope, it belongs to one of the most important parts of your newsletter because it goes a long way in determining whether your newsletter gets opened.
This means that the sender address is decisive for the success of your email campaign.
Even before your newsletter arrives in your contacts’ inboxes, the sender name plays an important role. Spam filters check the sender name against blacklists to ensure that spammy mails don’t squeak through.
The most important thing you can do? Use a professional newsletter software to send your next email campaign. Using a private email account won’t get you the results that you need.
We’ve collected 10 tips to ensure that your sender name contributes to the success of your next email marketing campaign.
1. Email Address or Name?
In some email clients, both the sender name and email address are displayed. In others, only one of them. Sender name and the sender email address should, no matter what, fit with one another. On the one hand, this makes sure that your contacts are seeing the right information, and on the other it shows consistency if both are displayed.
You’ve got a lot of options in designing your sender address and name. From a branding perspective, it’s almost always the right call to include your company’s name – both as part of the email address and associated with the name. For example:
My Brand Team
John Smith from My Brand
Your contacts use the sender name and email to decide whether the email is spam or not. This means that you’ve got to send using a trustworthy domain. Sender emails from Gmail, Yahoo or Hotmail don’t look professional and won’t be perceived as trustworthy.
If the sender name and address don’t fit with the rest of the email, you run the risk of being flagged as spam. Best case, the email is deleted straight away. Worst case, it gets flagged as spam and threatens to harm your reputation over the long term.
Don’t overthink things here. The best solution is to simply use your company’s domain as part of a normal email address (e.g. *protected email*). This lets your contacts verify the trustworthiness immediately.
Your contacts subscribed to your newsletter for a good reason. They’re interested in the content, products, or news that you have to offer. This means that it’s really important for them to associate that great content with your name.
As soon as they see your name and/or email address, they should immediately anticipate interesting content. It pays off to have your brand in both the email address and your sender name.
Sometimes, it’s the little personal touches that count. This is particularly true in the B2B and more informal B2C areas. In such cases, it’s best to have a person’s name as the sender name (instead of “Marketing Team”), just to give a feeling of human connection.
Make sure that you figure out how important a personal touch is for a particular newsletter. If the content of a newsletter is informal and slangy, it could help to add a real person’s name to the sender address.
Once you’ve chosen a certain sender name and email address, stick with it. If the sender name and email address change every time, people might get confused. It’s harder to build a good relationship with your subscribers that way.
6. Different Senders for Different Target Groups
If you send several different kinds of newsletters, it could be worth it to make use of multiple sender addresses and names. This helps your contacts recognize at a glance who’s writing, and what they’re writing about. For example:
For classic marketing newsletters, it can make a lot of sense to use different sender addresses. Women can be contacted by a female; men by a man. This can lead to higher open rates, because the contacts identify more readily with someone of the same gender.
7. Custom Reply Address
Marketing newsletters are often sent from no-reply addresses. In reality, this can seem a bit impersonal. A better idea is to make it really easy for your contacts to get in touch. Invite them to reply to the newsletter.
A practical solution is creating a custom reply address. This means that when someone replies directly to your newsletter, the email will be forwarded to an active inbox and can be read by someone on your team. If you want, have several different reply addresses all be sent to the same internal inbox.
8. Bounce Management
Every once in a while, you’ll come across suggestions for a really complicated way to deal with bounces (newsletters that fail to deliver). Some suggest that you create an entirely new sender address, for example *protected email*, which will automatically receive all notifications about bounced newsletters.
This just doesn’t make sense anymore. There are better ways of doing things. Your email marketing software will manage this automatically for you. In no case should you use this kind of sender address.
9. Newsletter Deliverability and Reputation
The choice of sender address influences not only your open-rates, but the deliverability of your entire campaign. These factors include:
- A unique address that can easily be identified with you (no strange combination of words and numbers)
- No free accounts like Gmail or Yahoo
- Don’t use no-reply addresses
It’s best to use your company’s normal domain name in the sender address. A sender address with a recognizable brand name is better for recognition, and is more likely to be delivered to your contacts’ inboxes.
Test different versions of your sender address to see which performs the best. When you’re A/B testing your newsletters, switch up the sender address to see if you can boost performance.
But, but, but: don’t confuse your contacts by continually changing the sender address. Once you’ve found something that works, stick with it.