Play Well With Email Filters

September 16th, 2011

When planning your email marketing and communications strategy, use a different email address for each different type of communications you send to a customer/subscriber/prospect.

With the increased use of advanced email filters, user want control over how they receive communications. As the sender, you have less and less control over how the message appears in someone’s inbox. By segmenting your email communications out to different addresses, you give the end user more control over how they filter your communications. And if they don’t filter things, they don’t need to perceive any difference.

For example, if you send a newsletter, order notifications, sales and discount info, account info and official business, and general marketing and promotional messages, you could segment out the messages so each come from a different email address:

  • Newsletter = newsletter@your-company.com
  • Order Notifications = orders@your-company.com
  • Sales and Discounts = sales@your-company.com
  • Account Info and Official Business = notices@your-company.com
  • General Marketing = updates@your-company.com

This might seem like overkill, but for the small amount of time it takes to set up a communications strategy in the beginning, your end user will have a lot more control over how to handle your messages, and you reduce the possibility of someone unsubscribing from everything you send simply because they don’t want to receive your newsletter.

By breaking up the addresses that your distinct messages come from, the customer has the option to easily filter out messages they don’t want based on email address while keeping the ones they do. Email addresses are a very easy way to consistently apply a filter. Text content and subject lines can easily change over time.