Who should the “From” be?

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The “From” email address is hugely important for email marketing to succeed as a form of communication. Most people will not even open an email unless they recognize the “From” address. The need for sender authentication arose because email forgeries attempted to trick mail recipients by using a “From” address that came from a trusted source. Most people think of the “From” address as just an email address for subscribers to respond back to. The “From” address can be something completely different than the “Reply-to” address that you are able to configure in your email marketing software.

It is important to not just use any old email address as the “From” address. This does not look good because most subscribers are used to seeing a persons name in that column. This being said, there are some email clients that are configured to display the “From” address. When this happens you should relate your email address to the purpose of your mailing. Some examples include ‘newsletter@yourdomain.com’, ‘info@yourdomain.com’, ‘news@yourdomain.com’, and ‘yourcompany@yourdomain.com.’

Keeping a consistent “From” address will keep consistency in your subscriber’s email clients and help avoid your message from being placed in junk mail folders.

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