Blog Email Marketing and SMS

Myth10: The sender should always be the company

Imagen Myth10: The sender should always be the com

The brand must be visible in any shipment made by the company, that's clear, but it's a myth that it can only be done using its name: the sender can also be an employee or a specific department, someone who represents it to make the message more personal. Depending on the type of communication, multiple accounts can be combined, but the only certainty is that they must be under the same domain to respect the privacy of recipients and take care of the sender's reputation.

A generic address as the sender

This is the most common option because it is the simplest, covering the broadest range of senders. Using info@, hello@, or company@company.com works for any shipment, to all types of recipients. It's clear that it's the fastest way to start, but choosing the sender is a strategic decision, so it's worth taking the time to reflect on the possibilities.

In addition to generalizing, it can also be used to focus on the theme or department sending the message, especially if their own responsible parties handle it with multi-account functionality. For example: newsletter@, events@, or clients@ are specific enough senders for the user to know what to expect. Depending on the industry, a greater level of customization can be chosen, such as child@, fashion@, or vehicles@.

Those who always use a generic email address are the ones who likely started this myth. The origin may be that, traditionally, recipients were asked to save the contact in their address book, making it easier to manage if it's consistently one address instead of changing with each communication. Likewise, nowadays, the entire domain can be validated so that any message from that company is considered desired.

However, generalizing can also lead to communications being perceived as lacking personality, giving the impression that there is little interest in having a conversation with the customer. For example: B2C promotional campaigns are usually sent en masse, but B2B commercial offers are personal, even if they are sent from commercial@.

Management as the sender

If, when starting in email marketing, it's decided that the company is not the one sending the emails, this position is usually taken by the most visible person, typically someone from management. They are sought at the top of the hierarchy for that reason and because they usually have little job mobility, so they don't change over time. This sense of stability is crucial if the company is new to the market, although it also influences large corporations looking for a more human side.

Being a person with a real name, last name, and email account, the recipient will perceive a more humane treatment than if it were a generic address. This feeling can be encouraged by using a more familiar language, including an initial greeting, or a handwritten signature in the farewell.

It is also possible to reserve this sender for exceptional cases, which would give it greater relevance for being different from the usual. A good example would be if there is major corporate news, such as a sale or a security issue. These are moments when showing up is a form of transparency that customers appreciate.

Spokespersons for the company can be others, not just management, depending on the type of relationship you want to establish with customers. For example, it could be someone from the management of each area or even the board of directors. The key is that it's someone the recipient recognizes, only then will they be encouraged to open and interact with their messages and not consider them spam.

Customer Service as the sender

In an online store, this department is possibly the one that generates the most different types of messages. Those related to: website registration, the purchase process, shipping management, post-purchase satisfaction, customer loyalty, after-sales service, and service renewal or cancellation would fall under this sender.

Although most of these transactional messages are automatic and some companies distinguish some as technical services, they should be treated as email marketing campaigns within the planning to align them with the rest of the messages. Having a header adapted to the type of message or adding a differential mention of the subject are ways to highlight the relevance of the message, beyond the commercial scope.

In addition, it is essential that responses can be made via email or any other means if there are any doubts or if it is necessary, for example, to modify the order or quickly resolve a problem. Whether with a ticket service or instant messaging on the website, agility also demonstrates the company's interest in offering a satisfactory user experience.

In this regard, it can be frustrating if messages are received from different senders each time because they may not have followed the thread of the conversion. Therefore, using the same one, such as help@ or support@, is a good solution that facilitates the relationship with the customer.

A sender who does not want to be contacted

Very bad practice! Using a do-not-reply@, noreply@, or no-reply@ is a very clear way to demonstrate to the user that we are not interested in their concerns. If we don't want them to reply, why send a communication? Even if it's a purely informative newsletter and no reaction is expected, they may want to comment on some news or simply tell us they liked specific information from the mailing.

A sender who does not accept responses seems to indicate a preference for the commercial or transactional side of the customer relationship, far from establishing a dialogue. Furthermore, forcing them to find another form of contact, even if it's a form on the website, is inconsiderate because it's much easier to click on the email manager to reply.

If you don't earn the trust of your contact list because it's clear that you only want to sell, there's a greater likelihood that they'll want to unsubscribe, even go to the spam folder. Each send is an opportunity to establish a relationship between people, leading to interaction and ultimately extracting value. But it all starts with choosing the sender of the emails wisely, that is, the person who will represent the company in this channel.

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