You may want to dive in testing different send times and subject lines, but I always like to nail down the best “from name” first. It’s one split test that you can tell the results from pretty quickly.

Your “from name” for your emails is really important for getting people to open your email. Should your email be from “Nike” or “Emily at Nike” or “Emily, Nike & Co.” — just as an example. For small businesses, I think it’s important to test an actual name — people connect more with a person than maybe a company name. So test both options and see which has the higher open rate.

Make sure you test this over several emails to see if you see a trend– you might be surprised at the results of the A/B test.

Once you’ve nailed down the from name, THEN dive into determining great send times and subject lines.