Posted by Chris Handy ● February 2, 2017

Who is Your Email From? | HubSpot Email Deliverability Best Practices

If you would like for your customers, prospects, friends, and countrymen to open your e-mails, you might want to pay attention to this post.

There are a lot of ways that you can mess up e-mail, here’s one of them- e-mail sending names. Who is your e-mail from?

IMG_4143.jpgThere are many ways to set this up in HubSpot. If you’re not familiar with the HubSpot owner property, traditionally, if you have a prospect in your system you might have a salesperson associated with that and then when they become a customer, you might have a customer success person associated with that.

The way HubSpot handles company to contact relationships is a little... antiquated. They do not have two "HubSpot owner" properties. If I were to redesign this, I might implement a sales type contact and then a customer success type contact.

So, you can have one owner as a "HubSpot owner". That just means that if you were to be a prospect in my system and I were the salesperson assigned to you, you could say, “Well, John Smith is a prospect and Chris Handy is going to be the salesperson associated with that.”

You could set up e-mails to come automatically from Chris Handy to that contact.

What that does is:

  • Allows the recipient to understand who the email is from
  • Provides context if the recipient doesn't know who sent the email
  • Reduces confusion on what is an automated email and what isn't
  • Builds rapport
  • And last but not least it’s increases open rates

Deliverability is one thing. Open rate is another. You want deliverability not only just to the inbox, but to the priority inbox.

Almost all e-mail clients at this point are shuffling off, are sifting through all of the junk and all of the promotional stuff. Outlook has recently implemented this. They’re putting all of the promotional stuff over in something called Clutter. Gmail has had this for quite a while. You’ve got your “Promotions” tab and your “Updates” tab. There’s a reason to identify who this e-mail is from.

What we’ve found is that it is far better to make sure that you’ve got a real name associated with your e-mails. If it’s a marketing e-mail and not a customer relationship type e-mail, you may not have built up that personal relationship yet, so you probably want to go ahead and set up a name in your system that it’s going to come from.

In this case, I might say it comes from “Chris Handy, Thinkhandy” which is the name of our agency. The reason I might do that is because I want people to understand who I am and that this is coming from me as a representative of the company. Our inboxes are smart enough to sift off all of the automatically sent e-mail anyway. So, we’re not fooling anyone when we’re sending e-mail from the marketing tool as if we sent this e-mail one-on-one. We might as well go ahead and clearly label the e-mails, “This is Chris from this company.”

Believe it or not, there may be someone who doesn’t know who you are. I’m not so vain as to think that everyone is going to know exactly who I am. If they recognize my name, all the better. If they don’t, then you’re providing some context to them. So, I would highly recommend implementing this strategy in your marketing e-mails immediately.

If you’re sending e-mails through the sales side or just one-on-one e-mails, obviously your sending name is going to be just you. It’s just you sending the e-mail. It’s a lot more natural. And it’s very likely to show up in the person’s inbox because you’re sending it yourself. You don’t want to have automatic e-mail be presented falsely as if you press “Send” yourself.

Doing merge tags and all that sort of thing and sending off the sequences is great, but let’s not try and be something we’re not. Let’s make sure that it’s clearly labeled. A good solid mix of automated marketing e-mails that are clearly labeled as such and one-on-one outreach is the best way to increase top of mind awareness and create an actual connection with your audience.

So, go out and do.

New Call-to-action

Topics: Podcast