Return On Subscriber – Email Marketing Blog

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.