My most important advice for the â€śFromâ€ť line is to be consistent. A consistent â€śFromâ€ť line will help your open rate, and prospects will be less likely to report your message as spam. Also, you can ask the prospect to add your â€śFromâ€ť address to their address book, a great way to help get to the inbox.
Most companies use the full name of a person, the company name or both. Regardless, I recommend keeping it fewerthan 20 characters to help ensure the entire name gets displayed across e-mail clients. If you do use the name of a person, some marketers use a fake nameâ€”presumably to help ensure consistency should any employees leave.
Personally, I prefer to use a real person for the â€śFromâ€ť line because b-to-b buyers are still people, and people ultimately buy from people. Having e-mails come from a real person helps to build the relationship with the prospect over time. This is especially important for lead-nurturing e-mails.
We personalize the â€śFromâ€ť and â€śReply toâ€ť fields of our e-mails so the messages come from the sales representative that â€śownsâ€ť the particular lead or contact. This helps our e-mails have a more personal touch; and, if a prospect replies to the message, it goes straight to the right sales rep. Most important, it builds the relationship so that when we call a lead (we wait until their lead score shows high engagement), the prospect is much more likely to recognize the sales rep by name and be responsive to the call.
Jon Miller is VP-marketing at Marketo (www.marketo.com), a provider of b-to-b marketing automation software. His blog, Modern B2B Marketing, is at blog.marketo.com.