Designing the From Line for Your E-Mail Marketing Messages - dummies

Designing the From Line for Your E-Mail Marketing Messages

By John Arnold

The From line of your e-mail marketing message helps to ensure that most e-mail programs display enough information for your audience to identify and trust you as a desired sender. Plus, most recipients use the From line to determine whether to open your e-mail.

Changing your From line is usually a matter of typing sender information in your e-mail application’s account options:

[Credit: Courtesy of Constant Contact]

Credit: Courtesy of Constant Contact

E-mail marketing programs allow you to create unique header information for each specific e-mail campaign during the campaign creation process.

Ask yourself how your audience is most likely to recognize you and then craft your From line to display that information, including

  • Your name: If you’re the only employee for your business or if your audience is most likely to identify with you personally rather than your business name, use your name.

  • The name of your business: If your audience is likely to recognize the name of your business but won’t necessarily know you by name, use your business name. If your business commonly uses initials instead of spelling out the entire business name, make sure that your audience recognizes the abbreviation.

  • Your name and your business name: If you’re a personal representative of a larger, well-known business or franchise, use your name along with your business name. For example, you might use your first name followed by your business name.

  • Representative name: If you have multiple representatives whom your customers and prospects know by name, divide your e-mail addresses into separate lists by representative and use the most familiar representative’s name for each e-mail list.

  • Your location: If you’re part of a large franchise or have multiple locations and your audience isn’t likely to recognize the names of individuals within your organization, use geography. For example, you might use your business name followed by the city.

  • Your website domain: If your audience is more likely to recognize your website domain name over your name or your business name, use that. If your domain uses an abbreviation, initials, or an alternative spelling of your entire business name, you might still want to use your business’ full name in the From line for brand clarity.

Make sure the information in your From line honestly represents you and your business so that your e-mails conform to current CAN-SPAM laws.