What is a Display Name in Email Marketing?
A
display name in email marketing is the name that appears in the "From" field when an email is received in someone's inbox. It is not the email address itself, but rather the name associated with it. This could be the name of a person, a company, or a brand.
Why is the Display Name Important?
The display name is crucial because it significantly impacts
open rates. When recipients see an email, they first look at who it's from. If the name is recognizable and trustworthy, they are more likely to open the email. A generic or unfamiliar name may lead to the email being ignored or marked as
spam.
Best Practices for Choosing a Display Name
Here are some best practices to consider when choosing a display name: Consistency: Keep the display name consistent across all your email campaigns to build trust and recognition.
Relevance: Make sure the display name is relevant to your brand or the content of the email.
Clarity: Avoid using ambiguous or misleading names that could confuse the recipient.
Personalization: If possible, use a person’s name along with the brand for a more personalized touch, like "Jane at XYZ Company."
Common Mistakes to Avoid
Here are some common mistakes to avoid when setting your display name: Using generic names like "info" or "no-reply," which can appear impersonal.
Changing the display name too frequently, which can confuse recipients.
Using long or complicated names that may get truncated in the inbox view.
How to Test Your Display Name
You can conduct
A/B testing to determine which display name works best for your audience. Send two variations of the same email—each with a different display name—to a small segment of your list and compare the open rates. The name with the higher open rate can then be used for the broader audience.
Impact of Display Name on Deliverability
The display name can also affect your
email deliverability. ISPs and spam filters consider the display name when assessing the legitimacy of an email. Consistent, recognizable names are less likely to be flagged as spam.
Legal Considerations
Ensure your display name complies with
email marketing laws such as CAN-SPAM Act in the United States and GDPR in the European Union. Misleading or deceptive display names can result in penalties and damage to your brand’s reputation.
Conclusion
The display name in email marketing is more than just a name; it is a vital component that can influence open rates, deliverability, and overall campaign success. By following best practices and avoiding common mistakes, you can enhance your email marketing effectiveness.