Optimize email campaigns starting with the From Name
The “From Name” in an email, like Caller ID on a phone, is one of the first elements considered before opening an email. Healthcare professionals like all of us check to see who the sender is and then determine if the sender and the offer are important, relevant, and worth their time.
As a healthcare marketer, your goal is to be recognized as a trustworthy brand and email sender which will encourage HCPs to open your email and engage with your CME offer. Although building your brand and strengthening relationships take time, using one “From Name” consistently will help to establish recognition and credibility.
The “From Name,” also known as the ‘friendly’ name, is the name of the sender of the email. It is the first line that is seen when the email is received in the inbox.
Generally, a well-performing From Name will use a company name, brand name, or recognizable executive name as the sender name. More specific to CME email marketing, in an annual survey over 200 AMA physicians said that including the company by name is most important in a From Name, followed by physician and company by name, and then physician by name.
What is most important in a From Name in CME marketing emails?
The sender name can vary slightly to differentiate among types of content or departments within the company. The key is that the name is the same with just an added designation.
In addition to the From Name itself, it is important to understand how other email elements including the subject line and content can affect the reputation of the sender name and brand. Therefore, in your efforts to create a positive response to your name, consider the following:
1. In the infancy stages of building your identity with your audience, even if recipients are still unfamiliar with you but your subject line is extremely compelling, chances are favorable that recipients may be intrigued enough to open and engage with your offer further strengthening your name. However, on the flip side, if recipients are familiar with your name, but your subject line is unclear or offers no value to them, then it may result in a missed opportunity to connect and diminish your relevancy.
2. Recipients associate your name with the type of content they receive from you. Therefore, make sure your content is personalized, relevant, and to-the-point. If they receive irrelevant or generic messages from you regularly, then there is a high chance that when an email with your name appears in the inbox it will be dismissed.
Email marketing is an effective way to communicate with busy HCPs resulting in higher returns on investment versus any other medium. However, to make the biggest impact, it is important to take the time to optimize your emails at every level, starting with the From Name.