Return to sender

mlns='> Does the “From” name matter in email performance? [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( [Content Marketing Institute]( Daily News and Alert 8.12.24 Connect with CMI Hi there, As you scan your inbox, how do you decide which emails to open immediately, save for later, or send to the trash bin? Chances are you prioritize messages from people — especially people you know, like clients, colleagues, and personal and business contacts. A [SuperOffice]( study suggests your newsletter subscribers make similar judgment calls: Their research finds 45% of subscribers say they are likely to open an email based on who it’s from, compared with 33% who open emails based on their subject line. The idea that a brand newsletter should come from the brand name made it onto the list of marketing myths [Ann Handley debunked]( in her recent newsletter. That kicked off the second of two recent CMWorld Slack conversations on the topic. In a [chat this week]( host Jeremy Bednarski said if readers don’t immediately recognize the connection between the brand and the person, they might overlook the email or unsubscribe. An earlier [Slack discussion]( surfaced additional considerations — and some caveats. For example, Dennis Shiao said a personal pet peeve of his is when brands vary their From lines after he’s opted-in to their emails. (Only members can access these conversations. [Use this link to sign up]( That gave the CMI team pause since the From line of our daily newsletters changes occasionally. Here’s why: Each note comes straight from the brain of Kim Moutsos or me. We want a conversation directly with you. And we personally respond to all of your comments. Care to test that? If you’ve experimented with this approach, [let me know](mailto:jodi.harris@informa.com?elqTrackId=133B8D7837F89D55C5255841901E6A7D) what effect (if any) it has had on your open rates and audience connections. In the meantime, here are some personally curated resources to help with your content efforts this week.  Jodi Harris Director of Editorial & Content Strategy Content Marketing Institute [Share your feedback](mailto:jodi.harris@informa.com?subject=CMI%20content%20feedback&elqTrackId=24F327B37F9E9AE2742FFD78AEF61010)  ICYMI: [The Future of Email Marketing: Insights From 23 Content Marketing Experts]( Email isn’t going anywhere, but the rules for winning your share of inbox attention are getting harder to pin down. How should you approach this channel for optimal success? Experts who have presented at Content Marketing World share some recommendations worth considering.  Congratulations! [2024 Content Marketing Awards Category Winners]( Not sure how to make your brand’s newsletter a reliable must-read for your audience? Look for clues in the work of our Best E-Newsletter category winner, [Vattenfall]( in this year’s Content Marketing Awards. Stay tuned in the coming months as we reveal more award-worthy campaigns and share the creative and strategic approaches that drove their success.  Wednesday Webinar: [10 Tips for Creating Great Webinar Content That Drives Engagement]( | 2 p.m. ET/11 a.m. PT Like newsletters, successful webinars require great content to grab and hold your audience’s interest. Whether your goal is to deliver compelling presentations or spark stimulating conversations, join this session to learn 10 webinar best practices that will help you maximize your success.  Thursday Webinar: [A Practical Guide to Becoming a High-Performing Marketing Team]( | 1 p.m. ET/10 a.m. PT Unlock the secrets to creating a high-performing team that’s empowered to drive growth across all your content channels and platforms. Get a case study from Optimizely on prioritizing winning ideas through smart experimentation, elevating your digital experiences beyond traditional websites, and managing change effectively within an enterprise company. Register for free to attend live or watch on demand.   To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]