Studies on Email Open Rates have found that trusting the sender is the single most important factor in whether an email is opened or not.
That means it's critical to choose an effective and consistent "From" Name and Email Address.
This article has some advice on choosing the right Email sender information, and explain what the optional "Reply-to" address is for.
You need to choose a "From" First and Last Name that will be recognizable to your recipients.
Often that will be someone in your Company or one of your Client's Names.
Some webmail clients cut off "From" names in the inbox view. For example, Gmail cuts off addresses at around 20 characters, while Yahoo will change depending on the size of your browser, showing as few as 14 characters.
"From" email address
There are a number of things to consider when choosing a "From" address.
Try to avoid Free Webmail Addresses
To give your email the best possible chance to reach the inbox, don't use a free webmail address as your "From" address.
NEVER USE Email Addresses from Yahoo, AOL, Outlook.com/Hotmail. (Gmail seems to be OK but still not the best.) Instead, use an email address registered at your organization's own domain or your Client's Domain.
When an email is sent through a third party email service provider (ESP) like ours, receiving email servers view free webmail "From" addresses as more suspicious than those from custom domains, increasing the chance emails from those addresses will be rejected. This is the case no matter which ESP you use.
Avoid the no-reply address heading linkAvoid the no-reply address
Sending from a no-reply address comes across as uncaring to subscribers. It can also be frustrating if they need to reach you about something, and it may even be bad news for delivery rates in the long-term. The way a user engages with your email — including replying — can help determine where you end up in the inbox.
If people respond to your email campaigns, via reply email, this is seen as a good signal and helps improve your reputation with some ISPs.
Putting an email address out there may attract its fair share of auto-replies and bad responses, but it also opens the door to useful, legitimate conversation. Replies are a valuable source of feedback and a chance to connect.
Use a valid "From" Email address
Using an actual, existing Email Address.
Some email providers, like Gmail, actually look into recipient behavior after an email lands in the inbox.
If a subscriber responds to your email, it's more likely to be marked as important.
Match your Match your "From" Email Address to your "From" Name
It's a good idea for your "From" name to be similar to your "From" email address.
For example, if a subscriber receives an email from Senator XYZ, they would expect it to be linked with an email address similar to Senator@SenatorXYZ.com.
Reply-to Email Addresses
While it's good for deliverability reasons to use a "From" address that invites recipients to contact you, you may want responses to go to a different address.
This is great for sending on behalf of your Clients but having Replies come back to Your Team.
If you've got a large list, for example, you could end up receiving tens of thousands of out-of-office emails that you'd prefer to go somewhere other than your main email address.