Changing Your “From” Email Address
Apr 20 2009
I received an email from Jet Blue today that is great example of how to notify your subscribers that you are changing your “From” email address that you use in email marketing.
Subject Line: We are changing our email address…
This email can serve as a template for you. Here are the elements that make this a success:
1. Clear Subject Line – No need to get cute with an email like this. Get straight to the point if you want them to take action.
2. Whitelist the new Address – “Add us to your Address Book” is a clear call to action. Some brands,such as Travelocity, go as far as to show the subscriber how to do this for each email client. That choice is up to you.
3. Provide New Email Address – Jetblue provided the address not once, but twice in this email. I would say the only optimization here is that they sent this email from the new address, not the old one. This may have missed the inbox for a few folks who had whitelisted the previous address.
There are many environments that do not show your “From” mask, just the email address (see AOL post). It is important to both brand the email address as well as be consistent with the address that you use. If you do need to make a change, due to a new ESP or optimization, make sure you notify subscribers in a fashion similar to this.
Posted by Alex Williams at 3:22 PM
Published in Email Deliverability, Email Marketing Strategy, Tip Jar
Tags: domain name, Email Deliverability, from address, JetBlue, whitelist
(1 votes, average: 3.00 out of 5)
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April 24th, 2009 at 3:25 pm
I’m an avid JetBlue fan, so I got this email too. The only thing that they could have done better is to have sent it from their old sender address first. By sending this whitelist request from the new address they risked it landing in the junk folder and going unseen.
May 9th, 2009 at 11:25 am
I agree. The initial email should have come from the old sender address before the switch with subsequent reinforcement of the new address and white-listing info in the pre-header of their emails once the switch was made. But still this is a great email on their part.