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Who should e-mail newsletters be from?
20-04-2009
by denise cox
denise cox argues you need immediate recognition if you want your e-mail to be read.
Instant recognition is key to your e-mail standing out in your subscriber’s inbox - and getting opened. So, who should the mail be from? Your choice will reflect the relationship you have with your recipients.
Here are a few ideas:
- Brand – If a brand, product or service is better known than the company name, it makes sense to have the e-mail come from the brand.
- Company – This is a good choice if you’re communicating with a prospect and haven’t yet established a customer relationship.
- A person – This is a powerful choice, but it only works if the recipient knows the name. Otherwise it can feel phoney -- and spammy. Choices here could be the customer’s Account Manager or Customer Service, etc.
- A person / company name - A good choice in B2B, especially if the subscriber knows the company, and you want to start establishing a personal contact point for them at the company.
[source: denise cox, Newsweaver.ie]
Building your list: Denise Cox says that in order to build a subscription list you need to be proactive about securing subscriber attention.
