(Serhat Beyazkaya, SmartMessage Product Marketing Manager) One of the pillars of email marketing success is the trustability. Once your subscribers forget your domain name or suspect your sender information, they may unsubscribe from your list or mark your email as spam the worse. No matter how good your content is, you may face the risk of losing your prospects and customers. The first step of building trust is to communicate with your audience via a valid, explanatory name and address information.
Sender Name & Sender Address
Sender name reflects your company or brand name (for example XYZ Consulting) whereas sender address shows where your messages come from (info@xyzconsulting).
As long as you have your domain name (xyzconsulting.com), you should send messages with subdomains related to it. Thus, your subscribers will get messages from a domain they trust. Usually, the structure is like @newsletter.xyz.consulting.com. On the contrary, using your domain name instead of subdomains is risky because if your domain name falls into the blacklist, even your corporate email addresses will be unreachable. For subdomain address creation, you can get assistance from the third party solutions or IT department in your company.
The part before domain name (newsletter@) usually shows the department or the aim of the email. For example, if you send periodic newsletters to your subscribers, you may use an address like firstname.lastname@example.org. Let us suppose you want to send a password renewal email, you may use email@example.com. Using unclear and unrecognizable sender name and address can make your users suspicious. Most probably, they will not open your message.
You may have more than one brand. Unless your subscribers prefer receiving messages from all of your brands, you should send emails from specific brands they subscribed. The opposite situation will cause deliverability issues due to spam. To prevent the risk, you should use the related domain for your sub-brands.
Reply to Address
Bulk email deliveries are usually for marketing purposes. Since there is no need for the subscriber reply, sender addresses are inactive addresses like firstname.lastname@example.org. If you expect a response from your subscribers (like a survey entry) and the receiver email group is not so big, you may as well use a valid email address.
Feel free to check our other articles to better your email marketing efforts.