Picking the Right Email Sender Name: Brand or Person?
Listen
NEW! Listen to article
Perhaps it’s the focus on empathy and connecting with our subscribers on a human level. Or all of the emphasis on writing in plain English—using colloquialisms, sentence fragments, emojis, and even slang. Or maybe the risky desire to find a way into Gmail’s Primary tab instead of the Promotions tab.
Whatever the reason, some brands have gotten the message that it’s in their best interest to position their emails as coming from a person—the CEO, a salesperson, a support rep, almost anyone—rather from their brand. That pressure appears to be the greatest among B2B brands, but it can also affect B2C brands such as Peloton, which has sent bulk emails that appear to be from its instructors.