Week two of SOUR email and it's more fun than ever. I'm traveling this week to connect with some of my girlfriends for a weekend in the mountains of Chattanooga, TN, so I thought I would focus today on some of the travel emails I receive and talk about how to best use the "From" address in your emails. It seems like it should be a basic and simple thing to consider and do well and is also regulated by CAN-SPAM laws. What can and should you do to leverage this important element of your email and one that pretty much everyone looks at in determining if they will ignore it, take action or something in between?
The CAN-SPAM act specifically requires that you must accurately identify the person or business who initiated the message. The specific language is:
But if you look at the elements of "from" lines that your recipients see, there are several parts to the From line that can be leveraged to your benefit and to help your list members clearly understand who you are and perhaps why you are sending this email.
Today's Sample: 12 emails
Overall Grade: C
Top Performer: Steppes Travel - Grade A and Hotwire - Grade B
I decided because of the elements within these two they were both worthy of recognition - Steppes for using a real email address and Hotwire for creatively using the "from" to extend their subject line content.
Today's Tips to Improve Your Inbox Anatomy and not be a SOUR eMailer:
- Don't include superfluous words and sub-elements within the email address - be specific and only include your root domain if possible
- Make it personal - send the email from a real person, not a box or technical term; if you aren't making it from a person, at least use the email address to tell them something as Airbnb, TripAdvisor and Lake Leelenau RV park did
- Leverage the "from" line to extend your subject line. This is a really creative way to get more for your money
- Don't make the "from" line too long and don't abbreviate unless it is a high recognition brand abbreviation