The header we forget
Latest posts | Feed | By Mark Brownlow on July 03, 2007
Experts regularly advise on the content of your subject lines and the "from" address. But what about the "to" header?Whatever name, email address, or other designation appears there also impacts the recipient.
Think of your personal email. Have you ever wondered why you were at the bottom of the list of addresses in the cc field? Or why some people have their name in there, but you're just an email address?
In terms of marketing email, every little extra helps. And there is a perceptual difference between getting an email to Dave Smith or dave@myaddress.com, rather than "Email list members" or distributionlist@someotheraddress.com
It's hard to engender trust and intimacy or send "personalized" email when the recipient address is a list name.
Most reputable ESPs and software should be set up so that the recipient at least sees their subscribed email address in the "to" field. But have you checked recently?
Further reading:
Email headers and newsletters
Tags: email headers
[This post brought to you by Campaigner Email Marketing]
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