What is From name?
The from name is the sender label displayed in a recipient's inbox next to the subject line, and it is often the first thing a person uses to decide whether to open.
Inboxes show the from name before anything else, and on mobile it can take up most of the preview. A name people recognise is a quiet form of trust, while an unfamiliar one invites a spam report.
Brands usually pick between the company name, a person's name, or a mix such as a first name followed by the brand. The right choice depends on how the customer thinks of you. A founder-led shop may suit a personal name, while a larger retailer is better off with a steady brand name.
Whatever you choose, keep it stable. Changing it often makes it harder for subscribers to spot you, and flows and campaigns that look like they come from different senders feel disjointed.
A worked example.
A hypothetical skateboard shop sends campaigns as 'Northside Skate' and its post-purchase flow as 'Sam at Northside Skate'. Customers find the mix confusing and one reports a message as unknown. The team settles on 'Sam at Northside Skate' everywhere and keeps it for a full quarter before judging any effect.
Common mistakes.
- Switching the from name from one campaign to the next
- Using a generic label like Info or Sales that tells the reader nothing
- Making the name so long that it is cut off on a phone
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