Using different or changing 'from' addresses in email campaigns presents a complex set of deliverability considerations. While some sources suggest that using different 'from' addresses for different purposes (e.g., support vs. sales) is acceptable, the overwhelming consensus emphasizes the importance of consistency. Frequent changes can dilute sender reputation, confuse subscribers, trigger spam filters, and disrupt ISPs' ability to assess sender legitimacy. If changes are necessary, a gradual warm-up process, updating SPF/DKIM records, and carefully monitoring domain reputation are crucial. Utilizing subdomains or dedicated IPs can also help mitigate risks. A/B testing 'from' addresses is an option, but should be approached cautiously and monitored closely.
10 marketer opinions
Using different or changing 'from' addresses in email campaigns can impact deliverability in several ways. Consistency is generally recommended to build trust with ISPs and maintain brand recognition. Switching 'from' addresses can dilute sender reputation, confuse subscribers, and trigger spam filters. If changes are necessary, warming up new addresses gradually and updating SPF records is crucial. Using subdomains or dedicated IPs can help segment sender reputation and mitigate risks. A/B testing can also help identify optimal 'from' addresses, but should be done carefully.
Marketer view
Email marketer from Reddit shares that changing the 'from' name but keeping the same email address is less risky than changing the entire address. However, sudden changes in the 'from' name can still cause confusion among subscribers.
5 May 2023 - Reddit
Marketer view
Email marketer from Litmus explains that changing 'from' addresses can disrupt subscriber engagement. Subscribers may not recognize the new address, leading to decreased open rates and increased spam complaints.
23 Jan 2024 - Litmus
3 expert opinions
Opinions on changing 'from' addresses in email campaigns vary. One expert suggests it shouldn't be a big issue, while others highlight potential deliverability concerns. Specifically, changing the domain or subdomain part of the 'from' address necessitates building a new reputation to avoid stricter filtering. Frequent changes disrupt ISPs' ability to assess sender legitimacy, potentially leading to emails being marked as spam. Consistency is emphasized as a key factor in maintaining a positive sender reputation.
Expert view
Expert from Spam Resource (John Levine) explains that when changing the 'from' address, especially the domain part, the reputation of the new domain or subdomain is critical. A new or unused subdomain will likely face stricter filtering until it establishes a positive sending history.
28 Oct 2021 - Spam Resource
Expert view
Expert from Word to the Wise (Laura Atkins) responds that frequently changing the 'from' address can negatively impact deliverability. ISPs use historical data to assess sender legitimacy, and frequent changes disrupt this process, potentially leading to emails being filtered as spam. Consistency is key to building and maintaining a positive sender reputation.
26 Oct 2024 - Word to the Wise
5 technical articles
Email deliverability documentation emphasizes the importance of consistent 'from' addresses for building trust with mailbox providers. Frequent changes can trigger spam filters. Inconsistencies between the 'from' address, sender ID, and domain can also lead to deliverability problems, highlighting the need for proper sender authentication. Updating SPF records and correctly configuring DKIM signatures are crucial when changing 'from' addresses. Monitoring domain reputation in tools like Google Postmaster Tools is also advised to detect deliverability issues.
Technical article
Documentation from Google Postmaster Tools advises monitoring your domain reputation when making changes to 'from' addresses. A sudden drop in reputation can indicate deliverability issues.
16 Apr 2023 - Google Postmaster Tools
Technical article
Documentation from DKIM explains the importance of DKIM signatures for authenticating the 'from' address. Correctly configured DKIM records can help improve deliverability, especially when using multiple 'from' addresses.
14 Jan 2023 - DKIM.org
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