Which address messages come from.
WHAT TO USE
An address on your own domain, always.
Something recognisable: hello@, news@, or a person's name if that suits your business.
WHAT NOT TO USE
noreply@. It tells subscribers you do not want to hear from them, and replies are frequently the most valuable response to a campaign.
A Gmail or Yahoo address, which authenticates poorly and looks improvised.
CONSISTENCY
Use the same address and sender name every time. Recognition is what produces opens.
Changing it between campaigns loses you that.
MONITORING REPLIES
Whatever address you send from, someone must read it.
A campaign generating replies to an unmonitored mailbox loses customers who were trying to buy.
FOR A PERSONAL TOUCH
Sending from a named person rather than the business can improve engagement for a small business.
It also means that person must handle the replies.
CHANGING THE ADDRESS
If you must, mention it in a campaign first so subscribers recognise the new one.
Authentication must be configured for the new address before you use it.
