{"id":4556,"date":"2023-02-22T18:19:04","date_gmt":"2023-02-22T18:19:04","guid":{"rendered":"https:\/\/www.echobox.com\/resources\/?p=4556"},"modified":"2023-06-08T13:11:57","modified_gmt":"2023-06-08T13:11:57","slug":"what-happens-to-email-engagement-when-you-change-sender-names","status":"publish","type":"post","link":"https:\/\/www.echobox.com\/resources\/blog\/what-happens-to-email-engagement-when-you-change-sender-names\/","title":{"rendered":"What happens to email engagement when you change sender names?"},"content":{"rendered":"

Creating engaging email newsletters is one of the most effective strategies for businesses to support revenue diversification and break the hold of social media algorithms.<\/span><\/p>\n

Often this is easier said than done. Understanding what makes your audience engage with your newsletters and other marketing communications is difficult without a mountain of resources \u2014 staff, data analysis, knowledge and insight \u2014 to draw on.<\/span><\/p>\n

There are, however, some newsletter best practices that you should always take into account. Here, we\u2019re going to discuss one of the most fundamental, yet often overlooked: sender names.<\/span><\/p>\n

Think of your own inbox and the emails from businesses that you reliably open. Now ask yourself <\/span>why<\/span><\/i> you open them. Fundamentally, the answer is trust and <\/span>routine<\/span><\/a>: you trust that business to provide content that\u2019s interesting to you, so that email becomes a part of your routine.<\/span><\/p>\n

These two elements are just as applicable to the matter of sender names \u2014 that bit of the email that we all look at first and that for many of us, makes up our mind about whether we\u2019re going to open it.\u00a0<\/span><\/p>\n

To understand a little more about the impact that sender names can have on email engagement and performance, we partnered with a handful of our <\/span>Echobox Email<\/span><\/a> users for an experiment.\u00a0<\/span><\/p>\n

We wanted to know whether <\/span>changing your email sender name<\/b> would have an effect on <\/span>engagement rates<\/b>. There may be a range of circumstances where changing your sender name might seem like a good idea. For example, perhaps you have email campaigns that were set up in the past that you feel could do with a little more tailoring? Perhaps there\u2019s a particular campaign that would benefit from a fresh look and feel? Perhaps you are looking for ways to increase your open rates and figured experimenting with different sender names might help you optimize performance.<\/span><\/p>\n

In theory, changing the sender name might seem a good idea. But what about in practice?<\/span><\/p>\n

The test: What happens to email engagement if you change your email sender name?<\/span><\/h2>\n

We partnered with four Echobox Email users who kindly agreed to let us tweak their newsletter\u2019s sender names in the interests of science. Our analysis focused on three important newsletter metrics:<\/span><\/p>\n