What's in a name?

  • 1
  • Announcement
  • Updated 3 years ago
  • (Edited)
It's said that you never get a second chance to make a first impression. I'm not sure that's entirely true with email marketing. In fact, each time your email arrives in someone's inbox, whether or not they open that message, delete it or report it as spam might just depend on the first impression that your from information and subject line make. Making a good (and consistent) first impression is critical for email marketing success.



In my daily work of monitoring delivery results for Emma’s clients, one of the most telling indicators of an email list's health is the rate of spam complaints it generates. Spam complaints, which are registered when a recipient of an email reports it as spam to their inbox provider, make it harder for a sender to have their future emails reach the inbox and can negatively impact that sender’s overall results. We've found that most issues with spam complaints arise when recipients receive email from a sender that they do not recognize as a sender they signed up to hear from. Of course, with Emma, senders should only send to folks who have asked to hear from that sender specifically. However, often times, I see instances where the subscribers did sign up legitimately for a sender’s list, but simply don't recognize the email in their inbox as the sender they've asked to hear from. This is why using an easily recognizable from name and address is crucial to not only mitigating spam complaints, but also to getting the most opens from a campaign.

If you are experiencing lower open rates than you expect to see, or if you are receiving emails from your subscribers wondering why they are receiving your emails, a good place to start looking for the source of the issue is the from name and address you are using. If you are using a personal name as your from name, it might be a good idea to change that to the more recognizable brand or organization name. A subscriber that signed up for Emma's email list, for example, probably wouldn't recognize an email in their inbox sent from "Will Boyd" as being from Emma. A better solution would be using "Emma" or "Will Boyd | Emma" as the from name. As well, it's also important to make sure the from address is as clearly related to the brand sending the email as possible. Seeing from information that is not clearly related to a brand can be a red flag for a lot of recipients who are growing increasingly wary of spammers and phishing attacks arriving in their inboxes. If you had signed to up receive email from Emma, would you open an email if you received it from "Will Boyd "? Probably not. However, you would be way more likely to open an email sent from "Will Boyd | Emma ", as that from information is clearly related to the brand you signed up to hear from.

In short, the more easily recognizable your emails are to your subscribers in the inbox, the higher your open rates will be, the lower your spam complaint rates will be and your subscribers’ trust in your brand will be stronger. The first step in getting someone to open an email is to make that good first impression. Clearly recognizable from information is key to that first impression.
Photo of Will Boyd

Will Boyd, Official Rep

  • 8 Posts
  • 2 Reply Likes

Posted 3 years ago

  • 1
Photo of MIT Sloan Executive Education

MIT Sloan Executive Education

  • 4 Posts
  • 0 Reply Likes
how do you change the name? that field is not editable for me.
Photo of Katie Lewis

Katie Lewis, Official Rep

  • 3414 Posts
  • 309 Reply Likes
Hi! Since you have an agency account setup, there are a couple ways you can change the from name or from email address:
  1. The first way requires administrative access. You'll know you have that if you see a Menu button at the top-right of your account. Click Menu, then choose Accounts. Click the downward-pointing arrow to the right of the sub-account whose sender info you want to edit, and choose View account settings. Scroll down to the Email default settings section of that page, and click Edit. Here, you'll edit the Sender name and Sender email fields, then click Save.
  2. Or, if you only want to change these settings for one mailing, you can do that from the Review & Send page by editing the Sender name and Sender email fields. You can also choose to make these the default settings from this page. Here are the boxes you're looking for on Review & Send:


I hope this helps!
Photo of Josh Surridge

Josh Surridge

  • 7 Posts
  • 2 Reply Likes
Will, have you seen any compliance issues when adding symbols into a From name, such as a registered mark ®?

Any thoughts on whether something like a formal and legal registered mark erodes a person's connection to a brand just a wee bit? Emma vs. Emma®?

Thanks!
Photo of Will Boyd

Will Boyd, Official Rep

  • 8 Posts
  • 2 Reply Likes
Thanks for the question, Josh! While we have not seen any specific cases where adding a special character erodes the connection between a brand and its subscribers, using special characters in the from name is something we advise against. Those special characters might cause deliverability issues that could result in emails sent to certain servers not being delivered to the inbox. Typically, as long as the folks you are sending to have asked to hear from you directly, not having a trademark or other special character in the from name shouldn't keep them from recognizing your email as something that they've asked to receive. 
Photo of Josh Surridge

Josh Surridge

  • 7 Posts
  • 2 Reply Likes
Outstanding. Thank you for your expertise and prompt reply, Will!