|
The "From
Line"
Be complete and be recognized
"E-mail
recipients put more weight on who the e-mail is from than any other
item when choosing which e-mails to open, which to delete and which to
complain about."
-Chris Baggot, ExactTarget
When %%Comment_%% delivers important information via e-mail, are your
e-mails being opened? In launching and building a successful e-mail
campaign, it is critical to review your sender information to ensure
your messages are not overlooked.
For Example: One WinM@il
customer who is a representative of a large national company launched a
series of new product announcements aimed at educating current clients.
The first few messages went out from the contact address given at the
company web site, which was info@Company.com. In a conversation a few
weeks later, we determined that this group of clients had not
previously received e-mails from info@Company.com, but had received
personal e-mails originating from the representative's own company
e-mail address. So we changed the campaign's "From Line" from to her
personal company e-mail address and our open rate increased with the
next delivery.
There are three main parts to every "From Line:"
Sender Name - Sender E-mail
Address - Sender Identity.
|
STRATEGIES:
Inboxes are not identical. If an inbox displays only a piece of your
"From Line," will your company or brand be recognized?
- Include
your company name or brand in the sender name of your "From Line."
- Include your company name or brand
in your e-mail address if possible.
- Include your company name or brand
in the Subject Line for recognition!
|
The third part
of a "From Line" is the sender's identity - its domain or server
information. This level of Sender ID happens outside the Inbox and
behind the scenes.
On 11/1/05 Microsoft plans to begin showing a yellow warning message
and likely will route messages to filtered folders if Sender ID is not
in place. We recommend that your organization publish Sender ID records
(also called SPF V2), or SPF V1 records for your domain as soon as
possible. Check out the Microsoft
Sender ID information page for an overview of Sender ID. And look
for success strategies related to Sender ID in another issue of the WinM@il Business Builder.
|
