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Echobox White Paper

What happens to email engagement when you change sender name?

An analysis of four major publishers’ newsletters

The sender name is the first thing people see when an email lands in their inbox and can become a mark of trust. Despite this, there may be times when teams decide that they want to change their newsletter’s sender name – to adhere to elements of best practice, for instance, or simply to freshen them up.

We wanted to know, therefore, what the effect of changing a sender name is. We partnered with four publishers from around the world to conduct a study, looking at how this change affected open rates and unique click rates.

Is it a good idea to change your sender name? Read our findings here.

  • How can changing sender name affect email performance?
  • Can performance improve if sender names are changed to reflect best practice?
  • Does changing sender name have an impact on trust?