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The
subject line of the email is often considered the main factor
in achieving a good open rate. However if the recipient does
not know and trust the sender of the message they are less
likely to open the message in the fear of it being spam or
a virus.
At
Emailcenter we have helped our clients run a number of tests
on ‘From’ names recently to see if using a real
persons name has an impact.
Here
are some of the results:
>
Campaign 1 – Event promotion
company
Email 1 – Company name used in ‘From’ field
– 31.45% open rate
Email 2 – Personal name used = 39.97% open rate
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Campaign
2 – Travel newsletter
Using a real name increased the open rate of the segment of
those that have not open the newsletter in the past from 0%
to 7.2%
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Campaign
3 – Online Portal
A
fake person was generated and their name and address used
in the email instead of using the name of the portal. This
increased the open rate by 5 points. In this instance a unisex
name was chosen as the theory is people will respond better
to emails from the opposite sex.
In
the age where open rates are falling due to inbox clutter
and image blocking technology it would be worth all marketers
exploring this technique as the potential benefits are massive.
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