You always want to make an excellent first impression in your email marketing, as customers are becoming increasingly less trustworthy of the legitimacy of inbound email due to the rise in phishing. Using a professional email address is essential, or you’ll lose customer leads before they even open your email.
However, what your sent email address should look like depends heavily on your email's intention. We’ll break down the most common scenarios to help you decide the best outbound address for your emails.
In sales, the more personal you are, the better chance your customer will connect with you.
The email addresses for sales emails should always contain a personalized touch. A stellar first step to appear more personal is to use your name in your email address, such as ‘Adam@YourBusiness.com’.
By including your name in your email address, customers are likelier to believe they’re talking to an actual person rather than a bot. If your address doesn’t feature a name, it will appear disingenuous to the customer, and your email is less likely to be opened.
For organizational purposes, using a personalized email also makes it much easier for the individuals on your sales team to track, as it keeps all leads in the inbox of their assigned sales rep. When companies just use a single sales email address, sales reps waste valuable time by constantly sorting through the inbox to find their desired clients and track their results.
When sending a generalized marketing email, your sender address doesn’t have to be nearly as personal as a sales email. However, it doesn’t make your sending address any less important to your email’s success.
Here are the email address formats we recommend. While you can use other generic formats for your email address, you will be considerably more likely to have your email marked as spam.
Use a name: bob@abc.comWhen choosing your email address, don’t forget to evaluate your email’s spam score. Email servers like Google and Yahoo have recently upped their standards on email addresses to weed out spammers. If your email address receives a poor score, your outbound emails will be immediately marked as spam and likely never seen by your intended customers.
To check your spam score, use a site such as Mail Tester, which can give you an accurate assessment.
If you’re replying to a marketing email, switching your sent address to a more generic one can be beneficial.
For response emails, change your address to a shared one that your whole marketing team can access so that whoever can get to it first can reply quickly.
Regardless of which email address you choose to send from, giving your email a verified BIMI dramatically improves your marketing effectiveness and makes you appear more trustworthy to your customers.
A BIMI (Branded Indicators for Messaging Identification) is an approved logo next to your message in your customer’s inbox. This icon prominently displays your branding and lets customers quickly recognize your business.
Using BIMIs is swiftly becoming the industry standard in email marketing, increasing your open rate by 10%. Attaching it to your sender addresses will improve results regardless of which address you use.
Obtaining a BIMI is a detailed process that includes proving your trademark and getting necessary email security certifications to reinforce your email’s security. While this might sound like a hassle, the strict process pays off, as they can provide official verification that your company is legitimate and gives confidence to your customers who want to correspond with you safely.
For a detailed explanation of how to get your BIMI, we’ve broken it down step by step.
If you seek to improve your email marketing beyond enhancing your send addresses, look no further than Gorilla marketing.
At Gorilla, we will use our top-notch team to craft your email marketing to your exact needs to help you reach your target audience and capitalize on your sales leads.
Contact us today to learn more about how we can level up your marketing.