How to choose the right sender name for your email campaigns?

Identifying the sender of your emails is an essential element in establishing a relationship of trust with your recipients. Unfortunately, too many companies and organizations neglect this aspect of their communication. Some are even playing with fire, risking serious consequences. deliverability problems. So take care of your sender name!

Why is choosing a good sender name important for your newsletter?

It is common to think that it is mainly theemail subject which triggers the opening. But the most important element is actually the sender's name. Before deciding to open a message, the recipient systematically assesses the trust he or she has in the email sender.

Here's why you should take particular care when choosing your sender name:

• Trust and recognition A good sender name inspires confidence and enables recipients to quickly recognize the sender.
• Increased opening rate : A reliable sender name motivates recipients to open the email, thus increasing the number of emails sent. campaign open rates.
• Brand image : The use of a brand name reinforces your company's image and ensures consistent communication.
• Spam prevention : A clear, well-known sender name reduces the risk of being marked as spam by recipients.
• A relationship of trust : A well-identified sender helps you build lasting relationships with your customers and prospects.

What are the most common practices when choosing a sender name?

There are many practices involved in choosing the sender of an e-mail. In fact, within a company or organization, some practices may be used simultaneously. This is not necessarily a problem if they are used appropriately. We're obviously limiting ourselves to practices linked to mass e-mailing. For truly personal e-mails, the use of First Name Last Name is necessarily indicated.

Here are some of the most common practices:

1. Brand or organization name : Ideally, the sender should always be clearly identified by the name of the brand or organization sending the email.
2. Sending for third parties : In some cases, a company sends messages on behalf of third parties. This is the case, for example, in affiliate marketing. An affiliation company will relay messages for other companies. We end up with sender names such as "Coca-Cola sent by Xxxxx" or "Xxxxx for Coca-Cola".
3. A first name and a brand name : It's a practice that was common a few years ago, and has diminished, but is still very much present. The brand tries to personify itself. We'll find something like "John from Coca-Cola".
4. The trademark and a third-party element : It's sometimes necessary to add a piece of information about the type of email that was sent. And this information can be found in the sender name if it's not too long. This would be the case, for example, to distinguish certain types of newsletters from transactional emails. e-mail example with a sender name such as "Coca-Cola Daily News".
5. A first and last name, but no brand name : This happens a lot in the world of B2B prospecting. Emails that look like personal emails, but are sent en masse. In this case, the sender's name is often the first and last name of the account manager. In the case of a newsletter or B2C commercial email, this is very rare.

Recommendations for choosing a sender name ?

It's crucial to remember that Internet users take very little time to decide whether or not to open a commercial email. So by clearly identifying the sender, giving priority to the organization's name and avoiding dubious practices, it's possible to improve the chances of a successful email campaign.

It's also essential to set yourself apart from the practices of bad email marketers and spammers.

Here are some best practices for choosing your sender name:

1. Clear identification : The sender's name must clearly identify the sender, avoiding any confusion.
2. Limit sender name size : The size of the sender's name should be adapted for ease of reading. It's important to bear in mind that the number of characters is almost always limited. in email clients. Given the character limitations, a simple, concise approach is preferable.
3. Put important elements at the beginning For the same reason as above. Size is limited, so place important elements at the beginning.
4. Use of upper and lower case : It's advisable to respect the brand's graphic charter with regard to the use of upper and lower case letters. However, it's best to avoid manipulating characters in order to stand out in the list of emails received.
5. Transparency: Transparency as to the identity of the sender is an essential rule for the email deliverability and must be applied at all times. It's important to distinguish yourself from spammers by openly playing the trust game. This is why the name of the sender (the owner of the data) must always appear first.
6. Avoid misleading aliases: The use of From field aliases to convey information unrelated to the sender's identity is to be avoided, as it makes it difficult to clearly identify the sender and can undermine trust.

By following these recommended practices, email marketing professionals can improve the effectiveness of their campaigns and build lasting relationships of trust with their recipients.