Picking the Right Sender Name: Brand or Person?
Perhaps it’s the focus on empathy and connecting with our subscribers on a human level. Or it’s all of the emphasis on writing in plain English—using colloquialisms, sentence fragments, emojis, and even slang. Or maybe it’s the risky desire to con their way into the Primary tab instead of the Promotions tab.
Whatever the reason, some brands have gotten the message that it’s in their best interest to position their emails as coming from a person—the CEO, a salesperson, a support rep, almost anyone—rather from their brand. This pressure appears to be the greatest among B2B brands, but can also affect B2C brands like Peloton, which has sent bulk emails that appear to be from their instructors.
Done in the wrong way, this tactic can cause a number of problems. Let’s talk about those problems and how to avoid them.