Top 5 Best Practices for changing a newsletter’s sending address

A co-worker recently came to our deliverability team at Dyn and asked for some suggestions on how to manage the process of changing the send from address for our customer newsletters.  Here’s the top 5 things we considered when making a change like this:

1. Keep it relevant 

Last thing your user base is interested in is getting emails from an address that doesn’t make any sense to them.  Making the address ressemble the content that is delivered from it will set users expectations, lower complaints and keep engagement up.

2. Sponsor a conversation

As I’ve written in previous posts like, Treating Email Delivery Like a Discussion: Here’s to Long Friendships and Some Great Conversations! I always suggest attempting to sponsor a conversation through any address bulk emails are sent from.  If a customer has a question, comment, or simply would like to purchase something, you’ll need to monitor the email address to be sure and catch it!

3. Send from addresses have reputations  

ISPs develop and maintain reputations for send from addresses, starting with a fresh address with a lesser known reputation, or an older address with a reputation from the mail it was previously sending.  Switching slowly will help you track your progress and will lessen the risk of causing revenue impacting deliverability issues from a quick switch.  Check out my previous post on Measuring Deliverability.

4. Plan for the future

Another option you have is to plan to separate the reputation of various types of mail.  Some do this by separating the send from address, or even the subdomain they send from.  This will set you up for the future if you have multiple mail streams to manage.

5. Don’t forget to communicate the change to your customers

 Plan on telling everyone on your mailing list ahead of time in a couple newsletters that the send from name will be changing.  This will ensure that your user base knows that the change is coming and they will watch for it.  Secondly, you can ask them to add you to their address book to ensure continued delivery.

Let me know if you have other top things to watch when changing your send from address!  Reach me via email – mveilleux [at] dyn.com or Twitter.com/MikeVeilleux.

Mike Veilleux

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Dyn

Email Delivery at Dyn, persistent innovator, outdoor sports enthusiast

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