The header of your campaign will be one of the first elements visible to your recipients. It often determines whether an email will be opened, ignored, or deleted.
The sender alias corresponds to the name displayed in the inbox of your recipients. It is generally the name of your company, your brand, or the department that communicates with your contacts.
This alias plays an important role in the recognition of your brand and can influence the open rate of your campaigns. A recipient will be more likely to open an email from a sender they immediately identify.
Prioritize your company or brand name and avoid generic terms such as “Newsletter”, “Marketing” or “No Reply”.
Avoid the repetitive use of capital letters or symbols (MY COMPANY, !!!!!!, …)
Do not leave it blank: otherwise the sending address will appear instead.
Finally, make sure to use the same alias across all of your communications. This consistency strengthens the trust of your recipients and contributes to better recognition of your emails over time.
Sender alias - Must match the name of your company
The selection of the domain name in order to authenticate yourself - learn more about adding the domain.
Reply alias - avoid generic names such as “no-reply”.
Reply address - it is free of choice but must be existing and functional
The subject line is the first element checked by anti-spam filters. It is the gateway to your email. This is why it is recommended to pay particularly close attention to it.
An effective subject line is above all one that captures attention while remaining clear and consistent with the content offered.
When relevant, you can personalize the subject line with the contact’s first name, thereby creating an appreciated sense of proximity.
Recommendations for an optimized subject line:
Avoid excessive punctuation and overuse of capital letters
Avoid overly promotional or alarmist terms (free, promo, quickly, urgent, …).
Avoid the accumulation of emojis.
Avoid mixing English and French. “The celebration is coming soon, save the date!”
Do not always reuse the same subject line, prefer diversity.
Favour a short subject line, between 35 and 40 characters, so that it can be seen in its entirety in all mailboxes.
A length bar allows you to gauge the ideal size of your subject line.
The pre-header is the text that appears immediately after the subject line of your email in most mailboxes. Often underestimated, it nevertheless represents an excellent opportunity to complement your subject line and encourage recipients to open your message.
Combined with the subject line, the pre-header makes it possible to provide additional context, highlight an important piece of information, or strengthen the appeal of your campaign even before the email is opened.
If I do not include a preheader, the beginning of my email will therefore be what appears in the inbox. Most of the time, it is the message from the web copy “If you are having trouble viewing this email, follow this link”:
To be effective, the preheader must complement the subject line without repeating it. Use it to provide clarification, highlight a benefit, or arouse curiosity.
Favour short, clear and relevant text that is tailored to your contacts. The first pieces of information displayed are often the most important, especially on mobile where space is limited.
Finally, ensure that the preheader is consistent with the content of the email in order to provide a
