In this article, you will learn how to choose your sender name and email address and remain in line with your branding, which will directly help the delivery of your campaigns.
Choosing a sender name (“From”) and email address for maximum deliverability
Add, view, and edit a verified sender
An important step is to choose and add one or more verified senders. A verified sender is the “From” address used to send your campaigns to your subscribers. To update or add a sender email, you need to hover over your account name, located in the upper, right-hand corner of the page. From there, select “Account” from the dropdown menu and click on the “Senders” tab. You will be able to use any of the sender emails added once they have been verified. Before changing your sender email address, we invite you to please read the following article: Changing my Sender Email address.
Before sending your first campaign, we strongly recommend that you authenticate the sender email’s domain in order to improve email deliverability. Contact us for more information.
People subscribe to your newsletters and must, therefore, recognize your sender email address (“From”)
Once someone subscribes to your newsletter, they expect to receive electronic communications that pertain to your business. This means that purchased lists cannot be used. Not only is it illegal to use a purchased list, but it could also ruin your online reputation, thereby hindering your deliverability.
Make sure your subscribers recognize you
When choosing a sender email and sender name, you must keep in mind that it needs to be recognizable to your subscribers. You must use a “From” address that is not only valid but that is also identical to your Website’s domain, namely the domain name from which the subscribers signup up to receive your newsletter. By the way, certain Webmails truncate the “From” name seen in the Inbox view. For example, Gmail truncates it at around 20 characters, while Yahoo can show as few as 14 characters. So, choose your “From” name wisely.
When it comes to the sender email address, you should never use a free Webmail address (@gmail, @yahoo, @aol.com, @me.com, etc.). If you have your own business domain, it is important to use it as your sender email email. Why? Typically, bulk emails sent from a Webmail address are seen as suspicious by ISPs. When you send campaigns using a domain that you don’t own, ISPs can’t set up the SPF and DKIM authentication used by these domains. Consequently, email servers can’t possibly verify that you’re a legitimate sender, even if you follow all the other standard rules and best practices for sending bulk emails. So, Webmail providers and ISPs prefer to mark all unauthenticated incoming emails as phishing or spam, rather than risking a bad user experience.
Additionally, you should also avoid using “noreply@” addresses, or any variations thereof, as these can be frustrating to your subscribers. After all, the purpose of email marketing is so that you may stay in touch and engage with your subscribers, and them with you. Additionally, “noreply@” addresses are typically considered to be suspicious when it comes to email security and will often get blocked.
General rules for choosing your sender address:
- The domain of the email address should resolve (or redirect) to a valid website
- It should not be a free Webmail account (@gmail, @yahoo, @aol.com, @me.com, etc.)
- The DNS should be setup to authenticate using SPF/DKIM | Contact us for more information
- You should have working postmaster@ and abuse@ addresses
- You should have public (non-private) WHOIS information
- It should not consist of more than 30 characters in length
- It should be registered for a minimum of 30 days (new domains look suspicious)
Recap: Why is being recognized by your subscribers important?
Using the proper sender name and sender email address is crucial for two main reasons:
- It’s the first thing subscribers see when they open their inbox, so it’s important that they instantly recognize you from name and email address.
- Equally as important is how they impact your email deliverability. Using the same “From” name and email domain will help with your deliverability rate.