In this article, we will discuss how to choose your sender name and email address while staying consistent with your brand, which will directly affect the delivery of your campaigns and your image. Accordingly, every message includes the sender's and recipient's addresses.
Why this is important
The sending email server sees the “sender” domain when initiating the session and your recipients will see your “from” address. Using the same sender's domain as the From domain improves delivery. Always remember, delivering emails successfully depends on one thing - sending emails to the right people consistent with your brand.
How to view, edit, and add verified senders
Adding a verified sender -known as the "From" address- to your marketing campaigns is an important step. This is how it's done:
- 1. Hover over the account name located in the upper right-hand corner of the page.
- 2. Choose Account from the dropdown menu.
- 3. In the Account menu select Senders.
- 4. Click on + Add sender.
Upon verification, any email address added to the sender list can be used. Please take a moment to read the following article before changing your sender email address: Changing my Sender Email address.
Subscribers to your newsletters must recognize the sender email address ("From")
When someone subscribes to your newsletter, they expect to only receive emails about your business. Therefore, purchased lists cannot be used; in addition to being illegal, using a purchased list could ruin your online reputation, thereby affecting your deliverability.
Your sender email and sender name must be easily recognizable by your subscribers. It is imperative that you use a "From" address that is valid as well as identical to the domain name of your Website, the one from which subscribers sign up to your newsletter. Additionally, certain Webmail services truncate the "From" name in the Inbox. For instance, Google's Gmail truncates it at around 20 characters, whereas Yahoo can show as few as 14 characters. So be careful when naming your "From" account.
Never use a free Webmail address (@gmail, @yahoo, @aol.com, @me.com, etc.) as the sender email address. It is important to use your own domain as your sender email address if you have one. The reason is that bulk emails sent from a Webmail address are usually regarded as suspicious by ISPs.
When you send campaigns from domains you don't own, ISPs cannot set up SPF and DKIM authentication for them. Due to this, email servers cannot possibly verify that you're a legitimate sender, even if you follow all the other standard rules and best practices for sending bulk emails. As a result, Webmail providers and ISPs mark all unauthenticated emails as spam or phishing rather than risking a bad user experience.
As well, you should avoid using “noreply@” addresses, or any variation thereof, as this will frustrate your subscribers. It is important to remember that the purpose of email marketing is to stay in touch with your subscribers and keep them engaged with you. Additionally, "noreply@" email addresses often get blocked by email security systems because they're considered suspicious.
Choose the sender address: general guidelines
You should choose the sender address based on the following considerations:
- The domain of the email address should resolve (or redirect) to a valid website
- A free Webmail account (@gmail, @yahoo, @aol.com, @me.com, etc.) should not be used.
- A DNS should be configured to authenticate using SPF/DKIM. Contact us for more information
- Make sure you have working postmaster@ and abuse@ addresses
- Your WHOIS information should be public (non-private)
- It should not exceed 30 characters
- A minimum of 30 days must pass since the domain was registered (new domains look suspicious)
Recap: Why being recognized by your subscribers is important
Properly using the sender name and sender email address is important for two reasons:
- It's the first thing subscribers see when they open their inbox, so you want to make sure they recognize you from your name and email address right away.
- The impact they have on your email deliverability is equally important. Deliverability can be improved by using the same "From" name and email domain.