Reportlet: Sender Line Branding Tactics in Retail Emails

The Email Experience Council recently posed a Two-Click Survey question on its homepage about whether the sender name or subject line was more important to generating opens. By a healthy 55-to-45 margin, respondents said that the sender name was more important, that the reputation of the sender is key.

That figure reflects recent studies showing that a majority of email users look at the sender name and address when deciding whether or not to open an email. If they recognize your sender line and think well of you, they’ll likely open. If they don’t recognize you, they’ll likely delete you on the spot—or worse, mark you as spam.

To gain a better understanding of the range of branding tactics used in sender lines, I examined both the sender names and addresses of 111 of the largest online retailers tracked via RetailEmail.Blogspot, looking at both their promotion emails and their welcome emails. This 7-page reportlet details the various tactics used, discusses the pros and cons of each tactic, and quantifies how popular each tactic is among retailers.

Visit the eec’s Whitepaper Room to download “Sender Line Branding Tactics in Retail Emails,” which is free or discounted for eec members and available for a nominal charge to non-members. Not a member? Learn more about becoming a member of the Email Experience Council.
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