The name of the sender is an important part of any email. It may seem that no one pays attention to him, but statistics say otherwise. Litmus conducted research and found that the sender’s name is the first thing users look at when receiving an email.
In this article, we will look at the basic principles of creating a sender name that will help large and small businesses launch the most effective mailing.
Sender name – which one to choose?
For your convenience, we will tell you about all the combinations that can occur in the names of the sender of the mailing. There are 5 different types in total – more details about them below.
The company name
One of the most common methods we encounter in the mailbox. For example, a letter from Microsoft, Google, and so on. In this case, the emphasis is on the company, which makes it immediately clear from whom the letter came and what value it carries.
The method is suitable for mass mailings aimed at general topics.
Company name and employee name
Not the most popular option, which is most often suitable for those cases when the company has specialists from different fields, and you need to make a flexible mailing. For example, you provide website development services and you have a newsletter for users that covers various topics. One specialist is responsible for design, another for marketing, and a third for programming.
Subscribers may not be interested in all topics, so it is logical to divide them and allocate a separate specialist for them. As a result, the letter will come from a specific person, for example, a programmer. And the letter can start like this: “Hello! My name is Andrew, today we will talk about Java streams.”
And so every time letters will come from the same person on different topics from the chosen field. In the name of the sender, you can immediately see from whom the letter came and what value it carries.
Also, only one employee can deal with several mailing streams. This is also an appropriate option, which shows that behind all the letters sits a real person with his own style and thoughts.
Take a look at the letter below and get a feel for the pitch. If the mailings are really interesting and you want to read them, then using the employee’s name in the letter is the right move.
Company name and heading
In the previous section, we already talked about the fact that it is convenient to divide letters into different headings and use the name of a separate specialist for this. In this case, you can omit the employee and limit yourself only to the company and the heading, for example, Google News or Digest from VC.ru.
Here are some examples of how this has already been implemented:
A column with news from Litmus
The Tinkoff Journal provides a brief description of the topic
Name in mailing list
A popular option that is suitable for small businesses, such as those who run their own blog. In the case of a company, it is better to avoid this option, and here is why:
- When we subscribe to a person, the author’s name is known. If we subscribe to a company, we don’t know who is behind it. And when a letter arrives from Peter Ivanov, it is not very clear to us who he is and why he sent the letter.
- As a result, such an approach worsens the effectiveness of the mailing, increases the probability of getting into spam, and increases the probability of a deterioration of the rating among providers.
Here is a good example of how an author subscription was created:
In these cases, it is immediately clear from whom the letter was sent – the user will definitely want to open it if he is still interested in this mailing.
The name of the newsletter
The last option we will talk about is when only the name of the newsletter is used. It should be said right away that such mailing will not give you any special effect. Only in isolated cases, for example, if the mailing is already popular in the media sphere. In other cases, the opening of such letters will be extremely small.
Here is one example:
The community is now in Telegram
Subscribe and stay up to date with the latest IT news
The optimal length of the sender’s name
We have decided what to write in the name of the sender – you can choose one of the most suitable options for you. Now let’s talk about the length of the sender’s name.
As there are no restrictions, but depending on the screen of the device, the name may be truncated. For example, a name longer than 20 characters will be truncated in a mobile app, and a name can be up to 32 characters long for a desktop app.
Result: so that all users can comfortably interact with the newsletter, it is recommended to adhere to the 20-character limit.
How to attract attention through the name of the sender
As a rule, the user automatically pays attention to a well-designed email name. However, if you want to stand out somehow, you can use emojis or use an unusual font.
This option is quite specific, but if you are sure that your audience wants it, then several services will help you:
- LINGOJAM is a service with which you can get different font options for writing a name. All this is thanks to Unicode, and to change the font, it is enough to write the name of the sender on the site.
- Emojipedia – A simple library with different emojis that will make your name unusual. It is enough to find a suitable option, copy it and paste it into the newsletter.
- Unicode-table – Table of Unicode characters. Here you won’t find many bright emojis, but you can choose many interesting symbols for your name.
I want to summarize what we talked about above, as well as give some tips that will help you avoid mistakes in mailings.
- Try not to change the name of the sender. One of the gross mistakes is when a company changes its name in newsletters without warning. Imagine that you receive a letter from Ivan Ivanov and like to read his mailings. One day you receive a letter from a certain Maxim. This will definitely confuse you, and the letter will most likely go to spam. Therefore, it is better not to change the name, and if you do, tell about it in one of the newsletters.
- Watch the length of the name. Remember that it is better to stick to the 20-character limit, and then the newsletter will look the same on all devices.
- Attract and get attention. Users willingly pay attention to the name of the sender when they know that a mailing with useful content has arrived.
- Send letters from personal mail on the company domain. Such a campaign is perfect in cases where several specialists are engaged in mailing. In this case, it will be convenient for them to respond to subscribers’ questions, and the approach itself will become more personal.
In addition to everything, do not forget that the letter is built not only on the name – it has a subject, a preheader and an avatar. Read about all this and much more in our other articles.