As I was looking around the Internet this week I was reminded of something that I have seen so many email marketers miss. It's so simple I can't believe anybody does it, but everyday I open my inbox, I see it dozens of times.
What is it?
-Well it's something that takes about one minute to set up
-It's critical to your success as an Email Marketer
-If you miss it, your open rate will surely suffer
-It's one of the seven deadly sins that will sabotage your email marketing campaign
Interested to know the sin?
Putting something that means nothing in your From field.
The From field is the part of the email message that identifies where the message is coming from (e.g., Jack's Flowers). The From field in your email marketing message can be set to anything you wish.
When your subscriber gets your email message, the first point of contact is their inbox. If the subscriber recognizes the information in the From field, the message is quickly opened.
If your subscriber doesn't recognize the information in the From field, the message is likely to get deleted before it's opened.
Why?
Do you readily open messages from people you don't know? I sure don't. I don't want to get bombarded with emails promoting little blue pills, or worse, somebody's cruel virus.
Putting something that means nothing in your From field is certainly the surefire way to get your email message in the delete box - before it even gets opened!
Wondering what should go in your From box?
a) The name of your business
b) The name of your e-newsletter (if the name is recognizable)
c) Your web address (if it is recognizable)
Do NOT use your personal name unless you are well known.
Okay, I agree if I got an email from Anthony Robbins I think I would recognize his name. However getting an email from Mary Johnson (when I don't know her)it is another story.
This is usually the way that companies blow it with the From field:
Some well-intentioned employee who is responsible for sending out the e-newsletter sends the email message from their email address. Unfortunately that employee doesn't realize that no one will recognize their name and will most likely delete the message before it gets opened.
So what do you do now?
Immediately go and check what you have set up in your From field on all of your e-newsletters.
If you are guilty of the From field sin, ask forgiveness from the email gods and move on. If you were already one step ahead of me and had a great From field entry - congratulations!

About The Author

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Copyright Joan Pasay - 2005