Use the wrong sender’s name and tank your email open rate!
Learn to use the right sender name in your email to increase your email open rate.
Before we talk about email open rate, let’s consider this.
How would you respond to an unexpected knock on your door?
Some may ignore it, some look through the peep hole and then ignore it.
Some brave souls actually entertain it.
The same goes for email.
We usually won’t open an email that which we are not expecting to hear from.
The first thing we usually see in an email preview is the From Line, showing the sender’s name.
From there we’d make a split second decision to open it, delete or mark it as spam.
What’s the big deal, one may ask.
Here is a look at average email open rate by industry.
See the huge difference between the strongest and weakest performer?
I wouldn’t want my email open rate to be in the single digit zone too!
So, what then should we put as sender’s name to increase our email open rate?
Company name? Product name? The publication name?
Let’s us pause for a moment.
Besides official emails from government agencies or eCommerce site newsletters, why is email such an effective communication tool?
Because email is personal.
Tip #1. Want to increase your email open rate? Use your personal name.
People likes to deal with people. Not cold hard corporate brand.
It’s a personal communication medium, but at the same time an official form of communication.
Many of your prospects would have started off communicating with you by their personal email.
Do you still open an email if the From Line is a company’s name rather than the prospect’s name? Like Accounts XYZ Company.
Our spam alarm would go off and gladly delete it without much thought.
Unless you want to intimidate your prospects, do not put your company, product or publication name in the From Line.
Tip #2. Don’t confuse your recipient. Stick to the same sender’s name.
Imagine with me for a minute. After receiving regular newsletter from me (Kok Wai), what if I decide to change the sender name to Jessie?
And the following week, another name?
Would you still trust the sender?
Once a person’s name is established for a newsletter, avoid changing it.
If you must, start introducing the new name repeatedly prior to the change.
Unintended name change in the From Line is as good as restarting a relationship all over again.
I hope this may help to solve some mystery behind low email open rate for your newsletters.
Once you apply these 2 quick tips, I’m sure it will increase your email open rate.
I’ll have more tips in the coming weeks.
Meanwhile, if you are considering or curious about how email marketing can help increase your sales, please drop us a line.
We’ll have a 30-60min discussion to hear about your challenges and if you allow, our objective advice.
Whether your email address is a personal or company name, we’ll still open and read it.
Everything is possible!