A glance at the From field of an email from a trusted brand may be all the incentive I need to actually read that message. But what if I open that email, like what I see, but have no time to take further action? That email from your company lies in my inbox, ready to be reactivated at any moment by a chance reminder or as an item to be actioned on a to-do list. By which time, many more messages will have piled into my inbox, so in order to find it again that particular one needs to be labelled intuitively.
This is where the From-name field in your ESP comes in. People search through From items alphabetically, so make sure yours is labelled as obviously as possible. This is not, contrary to what many big brands think, something like:
These departments may be very important to the internal organisation of your company but they are likely to mean nothing to me.
Equally, you may be a firm believer in the personal touch, but if I don't have any real relationships with individuals in your company I'm unlikely to remember to look out for any address like Sally-Jane@widgets4you.co.uk
If I remember you at all - yours is not the only marketing email I receive every week, funnily enough - I'm going to be looking for your company name, under W.
How to do it right
Check out Econsultancy’s From names in its emails: I’m going through my email by sender, deleting big blocks at once to save space, and I can immediately see, even with the groups collapsed, that I can delete those from Econsultancy but should probably keep those from Econsultancy [Admin] and Econsultancy [Membership] for reference. Clever!