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

Key findings

• User visibility: Most modern email clients prioritize displaying the 'from name' over the actual 'from email address', reducing the latter's direct user experience impact.
• Deliverability risks: Changing the from email address, especially the domain or subdomain, can significantly affect sender reputation and inbox placement.
• Reputation tie: Email service providers (ESPs) and mailbox providers (MBPs) associate sender reputation, including blocklist status, with the specific email address and its underlying domain.
• Address book impact: Subscribers who have added a previous from address to their contact list may see new messages go to spam if the address changes.
• Focus on name: A/B testing the 'from name' (e.g., 'Company Name' vs. 'Marketing Team') generally yields more tangible results in terms of engagement metrics than altering the email address itself.

Key considerations

• Prioritize consistency: Maintain a consistent sender identity over time to build and preserve a strong sender reputation. Frequent changes to the from email address can be detrimental.
• Understand the 'why': Before A/B testing the from address, clearly define the hypothesis. If the goal is softer perception, consider if the 'from name' alone might achieve it with less risk.
• Monitor deliverability: If you do A/B test the from address, rigorously monitor your deliverability metrics, including open rates, click-through rates, and spam complaints for both variations. Pay close attention to changes in domain reputation.
• Authentication setup: Ensure that any new from email address or subdomain is properly configured with SPF, DKIM, and DMARC to avoid authentication failures and deliverability issues. More on email A/B testing can be found in a complete guide by Salesforce.

Key opinions

• Engagement focus: The main reason for A/B testing a from email address is typically to increase opens by presenting a more appealing or recognizable sender.
• Limited direct impact: Many marketers find that changing the actual from email address, as opposed to the from name, has little to no measurable difference on deliverability or engagement metrics.
• Data-driven decisions: It is considered a good practice to A/B test any changes to email campaigns, including the from address, to ensure decisions are based on data rather than assumptions.
• Subtle perception: Some attempts to A/B test from addresses are driven by a desire to create a 'softer' or more personal feel, such as testing 'team@' instead of 'ourbrand.marketing@'.

Key considerations

• From name vs. from address: Focus testing efforts on the from name first, as it has a more direct impact on recipient recognition and open rates than the email address itself.
• Deliverability implications: While marketers often prioritize engagement, they should be aware that changing the from address can have greater deliverability implications than simply altering the from name.
• Audience recognition: Consider if a new from address might confuse subscribers who are accustomed to seeing a different sender, potentially impacting their willingness to open or even marking it as spam.
• Minimizing changes: Once a from name or address is chosen, it's best to avoid frequent changes to maintain a consistent sender identity and reduce potential deliverability issues, as highlighted by Mailjet.

Key opinions

• Reputation association: Email filters associate reputation directly with the sender's email address and its domain, and machine learning models analyze these commonalities.
• Minimal user impact: From a user experience perspective, the 'from email address' has little to no impact because most email clients no longer display it prominently to recipients.
• Deliverability implications: Changing the from email address carries more significant deliverability implications than simply altering the from name, due to its role in sender identity.
• Sender ID reputation: A sender ID (the from email address) can accrue a reputation over time, meaning a sudden switch (e.g., from 'info@' to 'alerts@') can indeed affect inboxing.

Key considerations

• Domain consistency: The domain part of your from email address is a key factor in deliverability. For insights on using subdomains effectively, refer to dedicated resources.
• Authentication impact: Any change to the from email address must be thoroughly checked against your SPF, DKIM, and DMARC configurations to ensure proper alignment and avoid authentication failures.
• Long-term reputation: Building a positive sender reputation is a long-term process tied to consistent sending patterns from a stable identity. Changing the from address too often can disrupt this.
• Subdomain considerations: When considering A/B testing from addresses with different subdomains, be mindful of how this might affect the perceived sender identity and established reputation. More details can be found on SpamResource.

Key findings

• RFC 5322 'From' field: The 'From' header, as defined by RFC 5322, specifies the author of the message for human recipients, but its underlying email address is also processed by automated systems.
• DMARC alignment: DMARC policies specifically evaluate the domain in the RFC 5322 'From' header, requiring it to align with the domains authenticated by SPF and DKIM.
• Reputation building: Mailbox providers build sender reputation tied to the specific domain and subdomains used in the 'From' address over time, based on sending volume, complaint rates, and engagement.
• Address book impact: User interactions, such as adding a 'from' address to an address book, directly whitelist that specific address, making changes potentially disruptive to trusted delivery paths.

Key considerations

• Authentication configuration: Any A/B test involving changes to the from email address, especially the domain or subdomain, must be preceded by proper configuration of SPF, DKIM, and DMARC records for the new identity.
• Reputation continuity: Switching from email addresses can necessitate rebuilding sender reputation from scratch for the new identity, which is a slow process.
• Monitoring DMARC reports: Post-change, closely monitor DMARC reports for any authentication failures or shifts in deliverability metrics, as this will provide crucial insights into how mailbox providers are treating the new sender identity.
• Best practices for sender addresses: Current best practices emphasize consistent, authenticated, and easily recognizable sender identities to ensure deliverability and build trust.