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What are the reasons and implications for A/B testing the from email address?

Michael Ko profile picture
Michael Ko
Co-founder & CEO, Suped
Published 17 Jul 2025
Updated 15 Aug 2025
6 min read
A/B testing is a fundamental strategy for optimizing email campaigns, allowing marketers to compare different variations of an email element to see which performs best. While A/B tests often focus on subject lines, body copy, or calls to action, an interesting area that sometimes comes up for testing is the 'from' email address itself. This isn't the 'from' name, which is more commonly (and safely) A/B tested, but the actual email address, like newsletter@yourdomain.com versus updates@yourdomain.com.
The rationale behind such a test often stems from a desire to improve recipient perception and, consequently, engagement metrics like open rates. For example, a team might want to switch from a more formal address, such as ourbrand.marketing@, to a 'softer' one like team@, aiming to make emails feel more personal and less corporate. This approach hopes to decrease churn by fostering a more relatable connection with the audience.
However, while changing the 'from' name can often yield positive results by making the sender more recognizable, altering the actual 'from' email address carries significant implications for email deliverability and sender reputation. It's crucial to understand these technical nuances before proceeding with such a test to avoid unintended negative consequences.

Reasons to A/B test the from email address

A/B testing the 'from' email address can be driven by several motivations, primarily centered around optimizing recipient interaction and perception. The goal is often to find an address that resonates more effectively with your audience, leading to improved open rates, click-through rates, and overall engagement.
One primary reason is to enhance the perceived branding and trustworthiness. A 'from' address can convey different impressions: a formal info@, a personalized support@, or a no-reply address that explicitly discourages responses. Testing different local parts of the email address helps ascertain which one fosters greater confidence or encourages interaction. For instance, a recipient might feel more inclined to open an email from hello@ than noreply@, even if the 'from' name remains consistent.
Another common aim is to improve the chances of emails being added to recipients' address books. When users add a 'from' address to their contacts, it significantly boosts deliverability, as ISPs and email clients are more likely to trust emails from known contacts. An email address that is easily recognizable or perceived as more personal might encourage this action more often, providing a long-term benefit for future campaigns.

Deliverability implications of changing the from address

While A/B testing the 'from' name is generally safe and recommended, changing the actual 'from' email address can have significant deliverability implications. Email Service Providers (ESPs) and Internet Service Providers (ISPs) track sender reputation at various levels, including the IP address, domain, and specific 'from' address. A sudden change in the 'from' address can disrupt established trust signals, potentially leading to increased spam classifications or even blocklistings.
Machine learning filters employed by ISPs learn from historical sending patterns and recipient engagement with specific sender identities. If a known, trusted 'from' address is suddenly swapped for a new one, even from the same domain, these filters might treat the new address with suspicion. This can result in emails landing in junk folders, despite strong email authentication like SPF, DKIM, and DMARC. The local part of the email address contributes to the sender's identity in the eyes of these filters. Changing it could temporarily reset some reputation scores associated with that specific identity.

The risk of reputation reset

When you introduce a new 'from' email address, it often lacks the established reputation of your previous one. This can make it more vulnerable to spam filters, especially if initial engagement is low or if it triggers any internal spam trap mechanisms. It's a delicate balance; while you might gain a perceived 'softness,' you risk compromising the technical backbone of your deliverability. This can lead to emails going to spam, which defeats the purpose of A/B testing for better engagement.
Even if your domain remains the same, an ISP's internal reputation system might view google.com logomarketing@example.com and team@example.com as distinct entities. This is why changing your 'from' address needs careful consideration beyond just perceived user impact.
For existing subscribers who may have added your previous 'from' address to their address book or marked it as safe, introducing a new address could lead to emails bypassing these safelists. This is because their email client (like microsoft.com logoOutlook or yahoo.com logoYahoo Mail) might not recognize the new address as belonging to a trusted sender. Ultimately, this can negate any potential positive impact on engagement and instead harm your domain reputation.

Best practices for A/B testing the from address

If you decide to A/B test the 'from' email address, it's essential to implement best practices to mitigate risks and gain meaningful insights. Unlike A/B testing subject lines or content, which usually have immediate and measurable impacts on engagement metrics, 'from' address changes can have subtle, long-term effects on your sender reputation and inbox placement. Therefore, patience and careful monitoring are key.

A/B testing the from name

Testing different 'from' names, such as "Your Brand Team" versus "[Your Name] from Your Brand," is generally a safer and often more impactful A/B test. This variable directly influences how recipients perceive the sender in their inbox, without altering the underlying technical identity tied to deliverability. You can easily test different tones (e.g., formal vs. friendly) or identify patterns (e.g., person vs. company name) that resonate best with your audience. This change is less likely to trigger spam filters or affect your sender reputation, making it a low-risk, high-reward optimization. For example, some studies suggest that using a personal name in the 'from' field can significantly boost open rates, as it creates a more intimate connection. This is a common and recommended practice for improving deliverability.

A/B testing the from address

When testing the 'from' email address itself, start with a small, representative segment of your audience. Monitor key metrics beyond just open and click rates, such as spam complaint rates, unsubscribe rates, and deliverability reports. Use a reliable A/B testing platform that provides robust analytics. Be aware that the impact on deliverability might not be immediate; it can take time for ISPs to build a new reputation profile for the changed address. Consider the long-term implications of any change, as a consistent 'from' address helps build trust over time. While the technical email A/B testing guide often focuses on subject lines, the principles of rigorous testing apply here too. According to HubSpot, testing email elements is essential for optimization.
Before running the test, ensure that both 'from' email addresses are properly configured with all necessary email authentication records, including SPF, DKIM, and DMARC. These records are tied to your sending domain, not necessarily the specific 'from' address, but proper alignment is always critical for deliverability. If you change the domain of the 'from' address, that's a much larger undertaking with significant deliverability consequences. However, changing only the local part, such as info@ to support@, doesn't affect these DNS records directly.

Prioritizing deliverability in your A/B tests

In conclusion, A/B testing the 'from' email address is a strategic decision that warrants careful consideration due to its nuanced impact on deliverability and sender reputation. While the desire to cultivate a 'softer' or more engaging sender identity is understandable, the technical implications, particularly concerning how ISPs and email clients perceive sender authenticity, cannot be overlooked. Remember that the established trust built with a consistent 'from' address can be a valuable asset.
It is always best to prioritize long-term deliverability and a strong sender reputation over short-term gains in perceived engagement. If a change is deemed necessary, approach it with a data-driven mindset, meticulous monitoring, and a full understanding of potential impacts on your email program's health. The goal is always to ensure your messages reliably reach the inbox and foster positive recipient relationships.

Views from the trenches

Best practices
Start with A/B testing the 'from' name first, as it has fewer deliverability risks and often yields significant engagement improvements.
If testing the 'from' address, ensure all email authentication (SPF, DKIM, DMARC) is correctly set up for both variations.
Run tests on a small, statistically significant segment of your audience before rolling out changes broadly.
Common pitfalls
Underestimating the impact on sender reputation; a new address starts with no history, which can affect inbox placement.
Assuming that a 'softer' address automatically translates to better deliverability or engagement without testing.
Not monitoring spam complaint rates closely enough, which can lead to blacklisting (or blocklisting) issues.
Expert tips
The email address itself (the local part before the @) is rarely displayed by modern email clients, making its direct impact on user experience minimal.
While changing the 'from' address might seem minor, it can reset the reputation associated with that specific email identity for ISPs.
Focus more on the 'from' name and subject line for open rate improvements, as these are the primary visible elements to recipients.
Marketer view
Marketer from Email Geeks says that testing the 'from' text (name) is likely more effective than the email address itself for recognizability.
2020-06-26 - Email Geeks
Expert view
Expert from Email Geeks says that email filters may associate the email address with a specific reputation, as machine learning filters consider many commonalities.
2020-06-26 - Email Geeks

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