As an email designer, “Your most important job is to get them to open the next one,” says Alex Williams, Vice President and Creative Director at Trendline Interactive. That means your email isn’t necessarily successful if it gets opened; it’s successful if the subscriber likes the email so much they want to open the next one they receive in their inbox.
An email’s chance for success begins as soon as it arrives in a recipient’s inbox. In this article, I’ve focused on three things a recipient sees before opening an email: the sender name (also known as the from name), subject line and pre-header text (also known as preview text), and how you can improve each one of them.
The sender name (also known as the from name) is the name displayed in your contact’s inbox. This is different from the sender address (also known as the from address), which includes an @ followed by a domain name.
One of the first questions a subscriber might ask when receiving a new email is, “Do I trust who this is coming from?” According to a Litmus study, 42% of people look at the sender name when deciding whether to open an email. In other words, it can take less than a second for a recipient to decide if an email is spam—and if they should delete it—which is why a trustworthy sender name is important.
An easy method of gaining that trust is to use a legitimate company or person’s name and never an email address (especially a no-reply email address). However, using a person’s name can have a negative outcome because not everyone may know who that person is, unless they are a public figure. To avoid this, you can use a person’s name, followed by a comma and the company name they are representing.
A Campaign Monitor study showed that 81% of people use a mobile device to check their emails. Mobile apps display the sender name first, followed by the subject line and pre-header text. This is important to know because if the sender name is too long it can easily be cut off. Before sending an email, be sure to check how your sender name looks on various devices to make sure your email displays properly.