I recently struggled with this and ultimately I went with using address from our own domain. There were a variety of reasons but it came down to: 1 - Trust fo

I recently struggled with this and ultimately I went with using address from our own domain. There were a variety of reasons but it came down to: 1 - Trust for the sender and recipient (we weren't masquerading as someone else, like NikePlus does) 2 - Trust for mail servers (so they're not receiving Gmail branded email from a non-Gmail server) 3 - Allowed integration with companies such as Exact Target who offer "deliverability" as a product (http://email.exacttarget.com/Services/Deliverability.html http://email.exacttarget.com/Services/Deliverability.html). This requires it to come from our domain Facebook's approach seems like good etiquette; I've certainly never heard anyone complain about it...so I'm using a similar approach.