Open rates are the most influential metric in email marketing. Aside from the actual delivery of your message, the sender name and subject line have the biggest impact on open rates. When open rates increase, your conversion rate will likely follow.
Almost all inboxes are organized into rows, with the sender name on the left, followed by the subject line and preview text. Most users read left-to-right and see the sender name first, while other users solely scan subject lines.
The Importance of a Sender Name
Sender names are the first thing a user sees in their inbox. According to Campaign Monitor, 68% of Americans base their decision to open an email on the sender name. Companies should consider their audience and craft sender names that will encourage users to click their email.
Additionally, a sender name should align with your brand’s personality and remain consistent throughout an email series.
What Does a Sender Name Typically Look Like?
The sender name can be a company name, an individual’s name, or a combination of the two. Here are 5 sender name ideas to help you increase your open rates:
1. Personal or Corporate Sender Names
Will your recipient instantly recognize the name of an individual at your company? For example, Jeff Bezos, Tim Cook, and so on. If the answer is yes, using an individual’s name in the sender field could increase your email open rates.
If the individual’s name is unrecognizable, personalization might not be your best bet. Therefore, it’s important to know your audience and what will resonate. Causing confusion among your audience will lessen the chances of the email getting opened. Consequently, your emails likelihood of ending up in the spam folder heightens.
2. Keep Your Sender Name Conventional
Using the company name as the sender field is the safest option. This option is the industry standard because the company name reinforces the brand.
If you’ve built out a strong brand identity that your email recipients have fallen in love with, then certainly using your company name as the sender will likely increase open rates. However, if you’re using email to build awareness or consideration, you may want to consider more creative strategies, like the ones listed below.
3. The Power of Exclusivity
In the example above, Sephora includes the standard company name plus a little more. The title “Beauty Insider” signifies this email is only sent to members of their rewards club, eliciting a feeling of exclusivity as a result. Customers feel like they are a part of an exclusive club with access to new trends. Open rates can increase with exclusivity and above all lead to more conversions.
4. Making Corporate Sender Names Friendly
We know that utilizing personalization increases open rates, but the personalization doesn’t have to stop with customer-specific content. Sender field personalization can “soften the edges of big business,” as a result humanizing a company’s email relationship with their customers.
In the example above, Oilstop did a great job of adding personalization to their sender field. Open on a holiday? Those are my friends at Oilstop.
5. Combining Personal and Corporate Sender Names
Including your business name alongside a personal name helps your recipients recognize the company while developing a personal connection with a representative from your business.
This email from Sierra Club demonstrates the effectiveness of the individual + company combo. Sierra Club, an environmental organization, presents a unified voice against statewide environmental policy issues. Also, each email targets a different policy.
Rather than having every email sender name read “Sierra Club”, they include the corresponding policy advocate whose cause is being championed in that email. It’s a personal touch that goes a long way. Sierra Club’s brand is not lost in translation and the individual who sent the email gains recognition.
The Sender Name: It Matters Where You’re From
While the sender name is often an afterthought (or completely overlooked), all inbox content should be considered marketing space. Subject line visibility is not a constant across email providers. Conversely, where/who the email is from will always appear in an inbox.
The sender field will always be visible and most recipients scan the sender field first. As a result, they almost immediately decide whether or not to mark the email as spam. With that in mind, the sender field is a great opportunity to increase email open rates.
In short, trust and consistency are vital in an email relationship. Definitely take advantage of the sender field’s inbox real estate, but make sure to maintain brand recognition.
Looking for More Ways to Increase Your Conversions?
Check out UpSellit’s 27 Attributes of an Effective Email. This in-depth guide covers the ins-and-outs of crafting the perfect remarketing email. It’s a great resource and it’s totally free! Download it today and start writing awesome emails that convert.