Sender Line More Important Than Subject Line: "the unsung hero of the day is the humble sender line. Stevens told us, 'This is counterintuitive for most of us in direct marketing' who have relied on compelling teasers to get envelopes opened. But she cites research showing the sender line drives 65 percent of open rates. Subject lines drive just 35 percent.
According to Stevens, the latest in sender-line theory shows the most effective sender fields are (in descending order):
The sender's name, if it's known to the recipient. This can range from the well-known CEO of a company to a day-to-day contact, such as an account rep.


Company name, if it's known and respected.


An unknown sender's name, as long as it's legitimate. People are more likely to click on the name of a real person than something that says 'info@xyzcompany.com' or 'your friends@xyz.com.' (We usually open an e-mail with a real name on it, on the off chance it's from a prospective client or a colleague whose name escapes us.)"

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