The sender name significantly impacts email marketing, affecting both deliverability (indirectly through reputation) and branding. Experts and marketers agree that while the technical impact on deliverability might be minimal initially, a recognizable and trustworthy sender name is crucial for improving open rates, click-through rates, and overall campaign performance. Consistency is key, both in the sender name and the email address used. Using a consistent sender name helps recipients easily identify your messages, improving trust and reducing the likelihood of being marked as spam. Creative use of the 'From' address, aligned with branding, can foster customer connection. While personalization can be effective, ensure that if a personal name is used, it aligns with the brand identity. Avoid 'no-reply' addresses, and prioritize building a positive sender reputation through proper email authentication (SPF, DKIM, DMARC). A/B testing different sender name formats is recommended to optimize engagement.