Email Marketing
Sender Name Best Practices & Pitfalls
October 11, 2016

So you are confident that you have created a perfect marketing copy!

You wrecked your brain to decide the best layout of the email; whether to use header image or to simply go with the text heading, if the size of call-to-action button is right and if the color is most appealing to the eyes. You are excited that your marketing piece will bring you tons of leads!

But have you thought about Sender name?

Sender/From name is the first thing email recipients notice when your email hits the Inbox. To be precise, Sender name is the first of two items that make your email stand out in the clutter of today’s Inboxes. The second being – you guessed right – is the Subject line. So obviously you need to pay more attention to the Sender name before hitting the Send button.

sender name best practices

Ingredients of commonly used Sender names are one or more of the following: company/brand name, contact/sales person name, marketing campaign name, email requency (i.e. daily, weekly, monthly and holiday, seasonal greetings).

Let us break down sender names in four mostly used templates:

1. Company/Brand Name as a Sender Name


Most common and the safest practice is to use the Company or Brand name as a Sender name. It makes your email immediately recognizable.

If you send frequent emails to your recipients, chances are they remember your brand name. So it makes sense to go with the Brand name as the Sender name to get immediately r

ecognized by the recipients.

2. Sale’s Person + Brand Name as a Sender Name


This type of Sender name gives a personal touch to your automated marketing. And it seems like an ideal Sender name choice for marketing and sales emails.

However, you should be aware of the downside of using this format. Consider a scenario where the sales person leaves the organization, leaving you with no option but to change the sender name. Another drawback is that Sender name can potentially exceed the maximum character limit of some clients and thus is in danger of getting trimmed, that is obviously something you would like to avoid.

3. Sale Person’s Name as a Sender Name

sales person as sender name

Using this format makes sense in certain cases. But be careful with this format! Use it only when your recipient is well familiar and has either received occasional emails in the past or is expecting to receive an email from this sales person.

4. Message Type + Brand Name as a Sender Name

message type and brand name

Another mostly well-known format is to append message type to your brand name. Message type can be a frequency of emails (daily digest, weekly updates) or it can be a slogan (e.g Success with XXX, Grow with YYY) or intent of the message (e.g. alert, notification, updates).

Sender Name – Character Limit

Apart from different Sender name formats to choose from, the length of sender name is also very important. Famous email clients e.g. Gmail, Yahoo, Outlook, Hotmail start trimming ‘Sender Name’ after a certain character limit has been reached. Thus, character limit also becomes criteria in choosing the sender name for the email.

The following chart will help you identify the character limit set by some famous email clients

Email Sender Name Character limit

So there you have it, the mostly used Sender name templates & character display limit for famous email clients.
And as always, test the email for compatibility with famous email clients before actually sending it.

Share your experience (in the comments area) with choosing different sender names & success (or failure) they brought ?

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