Optimise your email to be read

Improving your email open rate has a direct impact on the success of your campaigns — and ultimately, your revenue. Here's how to optimize your emails so they actually get opened.

The Importance of the Sender Name

The sender name is often the first element your recipients notice. It significantly influences whether they open your message or ignore it. Some brands use their company name, others use a real person’s name — what matters most is **clarity, trust, and consistency**.

No matter how catchy your subject line is, it won't matter if your sender name appears vague, suspicious, or robotic. Sender name and subject line go hand in hand.

Common Mistakes to Avoid

• Don’t use a plain email address as the sender name — it's harder to read and is often associated with spam.
• Avoid “No reply” as a sender name. It feels impersonal and discourages engagement.
• Keep it short and readable. The sender field has limited display space.

What Works

• Be consistent. Don’t change the sender name with every campaign. Your subscribers expect continuity.
• If users signed up on your site, they likely know your brand. Use your business or product name as the sender.

The Sender Email Address

Your “From” address also affects your brand image and email deliverability. Some best practices include:

• Use a real, existing email address. Anti-spam filters may check if the address exists.
• Use your own domain name. Avoid free email services like @gmail.com or @yahoo.com.
• Monitor replies. If someone responds with feedback or a complaint, you should receive it.
• Stick to the same sender address. Many users add trusted addresses to their contact list — don't lose that trust.

Over time, your sender address builds a reputation with mailbox providers. A good reputation increases inbox placement — don't waste it.

Crafting the Perfect Subject Line

• Keep it short: Ideally 30–40 characters. Long subject lines may get cut off, especially on mobile.
• Be relevant and specific: Include personalization like the recipient’s name when possible.
• Set clear expectations: Don’t use misleading subject lines — they damage trust and increase complaints.
• Create urgency: Phrases like “Last chance”, “Ends tonight”, or “Only today” can boost open rates.
• Be cautious with spam-trigger words: “Free” in the subject may trigger spam filters — keep it inside the body of the email.
• Avoid ALL CAPS and excessive punctuation, which are often flagged by filters. But tasteful use of special characters (✓ ★ →) can improve visibility.

Conclusion

To improve your open rates, combine a recognizable sender name, a valid and reputable email address, and a short, engaging subject line. These optimizations help you avoid the spam folder and build trust over time.

Want to go further? Read our article on making your email campaigns successful, and don’t forget to verify your contact list before sending.