The Name Game :: Indentifying Friends

We talked last week about using forward-to-a-friend as a part of your email marketing campaigns. However, if you implement this functionality, there are some things to consider before you get started.

The From Name: Will this name represent your brand or the person forwarding the message. Your ESP may make this decision for you, but you should understand who the message will be coming from.

The Subject Line: If the From Name in the message is your brand, it is especially important to include the name of the sender. Such as, “John Smith has sent you the Latest and Greatest”

It’s critical to make a good first impression with your future subscribers. This could be their first exposure to you. Make sure they know why they are getting your message.
Last night a friend sent me a link from the NBA Photo Store. And while this isn’t an email campaign, each photo on the site has an “email to a friend” link. The message arrived in my inbox from “NBA Photo Store” and the subject line read “NBA Photo Store link”

I sat looking at my inbox and I wondered as I often do, “Why did I get this message?”

I decided to throw all caution to the wind and open the message anyway. The body of the message said “This message was sent to you by:” and included my friend’s name, email address, a personal message and a link to a J.J. Redick picture. On a side note, the message also included a link to sign up for NBA email news and special offers. All of this is simple and effective.



Forwarded messages might achieve better opens and conversions if the sender is identified before future subscribers even open the message.