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Making Use of Headers in Your E-Mail Marketing Messages

When used appropriately, the header of your e-mail marketing message lets your audience identify you as a trustworthy sender and helps them determine whether your e-mails are worthy of immediate attention.

E-mail headers don’t display the same way on mobile devices as they do on computer screens. A mobile device displays portions of your e-mail’s header information so users can sort and prioritize their e-mails and decide whether to view and open each e-mail.

Although you can’t control all the information in your e-mail headers, you can control the three important pieces of information most useful to your audience and to the deliverability of your e-mails:

  • From line: Your From line is a line of text that tells the recipient of your e-mail whom the e-mail is from. Most e-mail applications and EMPs allow you to add a line of text to the header of your e-mail to identify yourself or your business.

  • From address: Your From address is the e-mail address that’s associated with you as the sender of the e-mail. Some e-mail programs display your From e-mail address along with your From line, but others display one or the other.

  • Your e-mail server’s From address: A server address, also known as an Internet Protocol (IP) address, is a unique number that identifies the server you use to send your e-mail. Most Internet service providers (ISPs) look at your e-mail server address in your header to see whether your server is recognized as a sender of legitimate commercial e-mail or whether your server has been blacklisted. If you send e-mail from your own e-mail server or if your e-mail hosting company sends your e-mails from a server that’s unfamiliar to the major ISPs, you can change the servers you send your e-mails from by switching to an e-mail marketing program.

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