Channel & craft
Sender name
Also known as: from name · display name
The human-readable name that appears in the inbox as the sender — paired with the From email address. Often the most influential single factor in open rate: recognisable sender names open consistently, generic or unrecognised names get ignored.
The sender name (or From name / display name) is the human-readable name shown in the inbox, typically paired with the technical From address. "Nike <orders@nike.com>" displays "Nike" as the sender. Sender name has outsized impact on open rate: one study across 50+ brands found sender name changes drove ±20-40% open-rate movement, often more than any subject-line test. Best practices: use the brand name the recipient expects, avoid role-based names ("Team", "Marketing") that read as generic, test personal-name variants ("Justin from Orbit") against brand-only for non-transactional contexts where relationship-building matters. Consistent sender name across programs is a trust signal; sending from "Orbit Marketing" one week and "Orbit Team" the next fragments recognition.