The first thing people see when you send an email is “From:” and then your “Subject” (see “How to avoid email Subject Mistakes). You control “From” in your email client settings. For those of you using Outlook or Outlook Express, it is the “Name” field in your Mail Acount “Properties” box. For those of you using Eudora, it is called “Real Name.” You get the idea. The same types of conventions generally hold true for most web-based mail interfaces.

The “From” in your e-mail address can, and often does, make the difference between someone opening or deleting an email. That is if the intended recipient actually sees it.

As we have talked about before (What your email address says about you.), spam filters are everywhere including at the mail server level, the recipient’s ISP, often at the company level, possibly on the desktop as a standalone program, and finally, as a feature in the recipient’s e-mail program. Consequently, your “From” gets looked at several times before your email is (or isn’t) delivered. A “From” that includes a spammy-looking nick name, may make the difference as to whether your email is delivered and/or opened.

Your “From” should include your name (as the recipient knows it) and possibly your company name, your title or department. Couple a good “From” with a well-written “Subject” and your email will get delivered and opened before the others in those ever-expanding in-boxes of your recipients.

Paying attention to both the “From” and your email “Subject” will, indeed, pay you dividends for your time.

This is for those of you who have Google Adwords PPC campaigns. Of course, you know I believe if you are trying to market your site, you should be using Google Adwords.

Do you search Google for the keywords you bid on to monitor your ad positions? If so, think about this. Anytime you or your co-workers search a keyword associated with your ad, that ad accrues an impression. Over time, this may decrease your CTR (as the number of impressions increases but the clicks do not) and, in turn, may lead to a lower Quality Score. That, in turn, means you may begin to see your ad in a lower position than before.

Did you know that Google offers a way to check for your ads that won’t negatively impact your campaigns? It’s called the Ad Preview page and it enables you to view ads (and search results) as they would appear on a regular Google search results page to most users, without accruing extra impressions for your ad.

The Ad Preview page isn’t the prettiest tool Google offers, but if you have been searching for your own search terms, it is a tool you should use. Over time, it will save you money.

Earlier this week, I had a discussion with one of our clients about using their domain email accounts when sending or replying to email. (Domain email is simply an email account using a name of your choice @your domain, e.g., johndoe@yourcompany.com or info@yourcompany.com.)

Although this client uses their domain mail on their web site, many of their employees use personal accounts when communicating with clients and prospects. I, unabashedly, encouraged him to persuade his people to see the error of their ways.

Obviously, they are not the only perpetrators of this costly practice. On sites of all types, small and large, you’ll see contact email such as billybob@yahoo.com, sally312@gmail.com or something similar. Those same addresses get used routinely in emails to clients, prospects, and co-workers. And, routinely, the sender looks unprofessional.

I could rant on with all the reasons not to use personal email accounts for business, but I’ll just offer you:

Three important reasons to use your domain email.

1. Branding, branding, branding – every time a client or prospect
   receives an email from someone in your company, they will see your domain name (Hopefully it is your company name, abbreviation of your company name, or a product or service of yours.) in the “From:” line.
2. Get your email delivered and opened. Spam is ubiquitous, and your prospects and clients may hesitate to open an email from a toocutesy@yahoo.com, allnumbers@hotmail.com, silly@gmail.com or inappropriate@someother.com address. Deliverablity can be critical when you are sending a proposal or answering a specific request. Users can easily, and will, white-list email from you@yourcompany.com.
3. Look as professional as you are. You would be surprised at the number of people who spend thousands of dollars on web sites and nicely-done email campaigns, yet diminish their value by including an inappropriate email address.

Oh, did I mention branding, branding, branding?