Email sender vs email deliverability
Ilona Srebnicka avatar
Written by Ilona Srebnicka
Updated over a week ago

What does the sender field consist of?

In edrone, each message, whether from automation scenarios, Custom Flows, or marketing newsletters has a place to enter the sender of the message.

The sender field consists of 3 elements:

  • Sender's name
    Personalize the sender's name (e.g., Ania from to increase the recipient's trust in the message

  • Sender's address
    Use addresses created in the store's domain, i.e., for example, instead of

  • Address "reply to"
    This address can be the same as the sender's address. Renounce "no-reply" addresses, they take away the chance for your recipients to contact your brand.

Instructions on how to add a sender in a standard automation scenario - HERE

Instructions on how to add a sender in Custom Flows - HERE

Instructions on how to add a sender in Newsletter HUB - HERE

Why is the sender so important?

The sender of an email plays a key role in email deliverability for several important reasons.

  • Sender reputation:

    • Sender reputation is one of the main factors that email filtering systems look at. A high reputation has a positive impact on message deliverability, while a low reputation can result in messages being classified as spam.

    • Filtering systems analyze a given sender's previous sending experience by monitoring the number of spam complaints, the number of recipients who mark messages as spam, and other factors.

  • Authentication of the sender's domain

    • Senders must use authentication mechanisms such as SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail), which confirm the sender's identity and protect against email forgery. Failure to do so can negatively affect deliverability, as anti-spam systems may treat such messages as suspicious.

Need more help?

If you have additional questions about email deliverability, please contact us at

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