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Because spam email is and phishing emails are a fact of Internet life, you need to make sure that your email looks legitimate to both the email program system and the recipient themselves.

• The easiest way to do this is to make sure that the email is sent from an account officially belonging to the organization. If you’re an employee of the organization, you can use your own email address, or you may prefer to set up a dedicated address for research purposes (e.g. research@company.com).
  
  
• If you’re a consultant running the study on behalf of an organization, you should still send the invitation from an organization address rather than your own. People who use Acme Supply’s products and services are more likely to believe (and respond to) an email from Acme than they are from

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• Bob’s Research Inc.
  
  
• Some recipients may contact your organization to see if the invitation is legitimate, so remember to alert your support channels that you're doing a customer study - see Alerting the organization about our study in Chapter 8.
  
  

You can increase your response rate by having the invitation sent by someone the user knows (or knows of). When we had trouble recruiting enough people for a study with businesses, we asked the company’s account managers to forward our email to their respective customers. Because the invitation was sent by someone they knew (and had a business relationship with), we got a much higher response rate.

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