A Well-Done “Change of Address” Email
By Justin Premick October 3, 2008
There ought to be some kind of warning label: Changing your “From” address can be hazardous to your email deliverability. But if you have to do it, you should at least do it well. Here are some pointers that should help.
There ought to be some kind of warning label: Changing your “From” address can be hazardous to your email deliverability.
A few things can happen when you change your “from” address:
- All those people who added you to their address books (you have been asking them to do that when they sign up, right?) suddenly don’t have you in their address books anymore.
- People who had been viewing images in your (HTML) emails suddenly don’t because they haven’t yet permitted images to display for emails from your new address.
But if you have to do it (and sometimes you do), then follow these tips on how to do it well.
How to do it well
1. Keep the subject line simple
Ever had a friend change his/her email address and then email you to let you know? What subject line did he/she use?
I bet it was something like “My New Email Address,” right?
Sounds good. Short, simple, just like a personal contact would. Brilliant.
2. Use clear messaging
It should be hard to mistake what your email is about.
Include a big graphic at the top with bold lettering that explains that you are changing email addresses. Make sure the graphic also requests that the reader add the new address as a contact. In the body of the email, include multiple references to the change. Consider a closing that gives step-by-step instructions for how readers can add your new address as a contact.
3. Use your old “from” address
Send your request from your old/existing “from” address, instead of changing the address first and then asking.
If that seems like common sense, well… it is.
But you’d be surprised at how many people change their address, then send an email out from the new address, before you’ve added it to your address book telling you that if you don’t add the new address, you won’t get their email (do you see the irony here?).
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