What's in a name? A lot if you're using it in an e-mail sender line.

Recent studies have shown over half of recipients use the sender line to decide whether to open and read an e-mail message. Use a sender line they recognize and trust, and you'll get their attention; use one they don't recognize or don't trust, and you'll be deleted with one click.

For most readers, this probably seems like common sense. But I'm continually surprised by how many organizations, large and small, fail to fully leverage their sender line to get their e-mail opened.

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