What are best practices for sender email addresses in email marketing?
Summary
What email marketers say10Marketer opinions
Email marketer from Litmus explains previewing your emails in different email clients. Ensure your 'From' address and sender name display correctly across various email clients and devices.
Email marketer from Email Geeks explains it is more of a branding question than a deliverability one. Suggests using name@ to differentiate mail streams, or addresses that clearly state the purpose (newsletter@, pr@). Recommends avoiding role addresses and being creative to improve user experience, giving examples such as offers@, sale@, or even got5onit@ for a cannabis store.
Email marketer from MailerLite Blog explains using a recognizable sender name (e.g., your name or company name) helps recipients quickly identify who the email is from, building trust and increasing open rates.
Email marketer from EmailGeek Forum explains monitoring your sender reputation. Regularly check your sender score and IP reputation using tools like Sender Score or Google Postmaster Tools to identify and address deliverability issues.
Email marketer from Reddit explains personalizing 'From' addresses for different email types. For example, using 'support@' for support inquiries and 'newsletter@' for newsletter campaigns helps segment communications.
Email marketer from Neil Patel Blog explains avoiding 'no-reply' addresses. Using a valid, monitored email address allows recipients to reply, fostering engagement and showing you value their feedback.
Email marketer from SuperOffice Blog explains segmenting your email lists and using different 'From' addresses for different segments to personalize the experience and improve engagement.
Email marketer from Sendinblue explains warming up new IP addresses gradually. Sending emails from a new IP address suddenly can trigger spam filters; gradually increase sending volume to build a positive reputation.
Email marketer from StackOverflow explains testing your email configuration. Use tools like Mail-Tester to check your email's authentication and content before sending to your audience.
Email marketer from HubSpot Blog explains using a consistent sender address helps subscribers easily recognize your emails in their inbox. This builds familiarity and makes them more likely to open your messages.
What the experts say4Expert opinions
Expert from Email Geeks shares that the choice of sender email address is up to the sender and depends on how they want to present themselves.
Expert from Spamresource.com explains you must authenticate your sending domain with SPF, DKIM, and DMARC. This proves that you are who you say you are and helps to prevent spoofing.
Expert from Spamresource.com explains regularly checking if your sending IPs or domains are listed on any blocklists. Promptly address any listings to minimize deliverability impact.
Expert from Word to the Wise explains that, beyond deliverability, focus on inbox placement. Not all delivered email reaches the inbox; some may land in the spam folder. Monitor inbox placement rates to gauge sender reputation.
What the documentation says4Technical articles
Documentation from Google Workspace Admin Help explains setting up DKIM (DomainKeys Identified Mail) properly. DKIM helps prevent email spoofing and ensures that recipient mail servers trust messages originating from your domain.
Documentation from RFC document explains implementing DMARC (Domain-based Message Authentication, Reporting & Conformance). DMARC builds upon SPF and DKIM to provide a policy for how recipient mail servers should handle messages that fail authentication checks.
Documentation from ReturnPath explains setting up feedback loops (FBLs). FBLs allow you to receive reports when recipients mark your emails as spam, helping you identify and address issues in your sending practices.
Documentation from Microsoft Learn explains setting up SPF (Sender Policy Framework) records. SPF helps prevent spammers from forging your domain in the 'From' address, improving deliverability.