Behind every email that arrives in your inbox is a person pressing “send”. The recipient of your email has no idea who is behind the email service provider creating and sending those campaigns. From a customer contact perspective, this black hole of knowledge can lead your readers to be closed off from the moment they get your campaign, when you want them to be open and receptive to your message. In this video Mike discusses why the sender is important not only from a naming perspective but also in considering the send email address and offers some tips on optimizing your “send” information before finishing with the format you should adopt in the sender persona.
- [Voiceover] With so much focus on the look and tone…of your email itself,…it can be easy to overlook the first contact point…someone has with your email:…the Sender name.…Here are two things you should consider…when deciding upon who the reader gets an email from.…The reader is judging you by your email address,…and your "from" name.…When someone is unfamiliar with your company,…or perhaps has forgotten about you since a purchase,…they'll take their first cue…in regards to how they'll respond from the sender's email.…If you send an email from firstname.lastname@example.org,…that tells the reader that you probably work for yourself,…and you don't have a website email of your own.…
Meaning, you might not be that credible.…An email from email@example.com is better.…It's approachable, and lets someone know…that they can respond using your first name.…"Hey Mike, thanks for the email."…However, it also indicates your company…is probably not a large multinational,…since one would imagine a company like Coca-Cola…probably has more than one Mike.…
Optimization strategist Michael Duquet helps you take your newsletters and eblasts and refine them into targeted, revenue-generating emails that your customers actually want to read. He walks you through choosing the best tool for your company, defining your micro and macro goals, and creating a believable sender persona. Then, he goes deep into segmenting: creating granular lists based on demographics (such as geolocation, gender, income, or industry) and behaviors (such as purchases, emails read, or clicks). He also reviews the best practices for mobile emails, including eye flow and the role of images and video. Finally, he shows how to perfect your engagement with tips on writing effective subject lines, placing your calls to action, and sending emails at the right time.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Setting up email for the best screen resolution
- Getting the right email marketing tools
- Defining the customer contact journey
- Sending onboarding emails
- Researching emails
- Segmenting emails
- Building your persona
- Optimizing emails for mobile viewing
- Optimizing the subject line
- Sending email at the right time