While the “From” name and email address might seem like small details, they can make a huge difference to the success of your campaign. By sending an email with a From address such as “email@example.com” or “firstname.lastname@example.org” you are sending a message to your customers and it’s “Please don’t talk to us”.
How it affects deliverability
“From” addresses like “noreply@” that (a) aren’t manned by a real person or (b) don’t exist at all can be an easy way to alienate your customers and eliminate feedback from your users. If you send your email from a “noreply@” address, here are a few reasons to make the switch to something new (like an email address manned by a real person):
- Your email is more likely to be flagged as SPAM or deleted by the recipient.
- The message you’re sending to your subscribers (those current or potential customers) is that you’re not interested in receiving their email, even though it’s ok for you to email them. Is that really the message you want to send?
- You’re missing great (and sometimes crucial) customer feedback – user comments, unsubscribes – that can help you improve your marketing efforts (and see more return on investment).
- When someone replies to your emails, you’re likely to be automatically added to their contact or “Safe Sender” list at the same time which means all your future emails you send them will go straight to their inbox. Replies should be encouraged!
- Modern webmail & mobile email clients show people more than the name of the sender – they show your email address as well. Would you open email that was from “email@example.com”?
- Using a “noreply@” address results in lower open rates, more unsubscribers and higher complaint rates.
Not convinced? Check out what the pros have to say about it:
The CAN-SPAM Act: A Compliance Guide for Business
“Your “From,” “To,” “Reply-To,” and routing information – including the originating
domain name and email address – must be accurate and identify the person or
business who initiated the message.”
MAAWG Sender Best Communications Practices:
“Senders should have the capability to process email-based unsubscribe requests.
Senders should also consider making offline unsubscribe mechanisms available. The sender’s “From” or “Reply-to” email address should also be able to receive
unsubscribe requests, unless otherwise indicated.”
Steps to take before you stop using a “noreply@”
- Determine who the emails will be from. Keeping your brand’s name as a part of the sender name is a good idea, as is using a human or relevant department. Examples: Jane, YourCompany – firstname.lastname@example.orgBilling, Your company – email@example.com
- Send an email informing your customers you will be changing your “from” address shortly:
- Mention what the new address will be
- Encourage them to add the it to their Safe Senders or Contact list
- Mention that you welcome feedback, comments and… replies