Think about your Sender Line in Email Marketing

Think about your Sender Line in Email Marketing

Professional email marketers always stress the importance of the subject line in any email sent to a mailing list. While the copy in subject lines directly influences open rates, it is important to note that what appears in the sender’s line plays a huge role in email marketing as well. In fact, both subject and sender’s lines should work together to allow your recipients to become more familiar with you, compel them to open your email, and give them an idea of what to expect upon reading it.

People’s email behaviors differ greatly and there is no set of reasons why exactly people decide to delete or open emails. This is the reason why email marketing is considered a very inexact science. However, one thing in email marketing is certain: The more familiar your recipients are with you, the more effective your campaign becomes. This is where the sender’s line comes in handy. Upon receiving a new email, it is common behavior for people to first check the sender’s line to see who sent it before checking the subject line to get an idea of what the email is about. Keep in mind that emails from strangers are always suspected of being spam and are often deleted right away. By being consistent with the text that appears as the sender’s name, you are able to spark familiarity and recognition among your recipients. Consequently, they will be more likely to open your email.

When deciding on what to put in the sender’s line, you generally have six options: Your name or that of your brand, service, product, publication, or business. In most cases, email marketers should stick with any of the last five options because it makes them easily recognizable. Only if the business owner is a celebrity or an influential and well-respected person within the targeted community should a person’s name be used in the sender’s line.

Another very important consideration when deciding on what name to put in your sender’s line is what exactly your email will contain and how the content will be written. Keep in mind that the sender’s line also determines the type of relationship an online business should be building with their subscribers. If you wish to address your recipients using a personal tone, it is appropriate to suggest a personal connection by using your real name. If you wish to focus your email marketing efforts on your products and services, it is best for the emails to come from a corporate entity.

In email marketing, a powerful subject line cannot drive high open rates by itself. It must work in conjunction with a proper sender’s line that sparks recognition and familiarity. Lastly, both the subject and sender’s line suggest the context of each email’s main text. The content, then, should be written accordingly.

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