“You write about how important subject lines are to the success of email marketing. What about ‘From:’ lines? Do they affect my email campaign success?”, asks a Sherpa reader today.
Answer: yes, yes, yes. Many people go through their email in-box reading “from” lines to decide which emails to open and which to dump. So the “from” line should be a name they will recognize as being not-spammy, and as being someone useful they know. So instead of having a “from” line read “Customer Service” or using your president’s name who they might not know, use the most recoginizable brand name they would know.
Also, be forewarned — the name you use had better be a name they remember giving permission to email them. So if you are renting an email list, you can’t put in your brand name in the “from” line because they didn’t give permission to you — they gave permission to the list owner. If you use your brand name instead, you risk being labled a spammer, being put in black holes, etc. It’s dangerous business.
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