Copywriters put a lot of effort into subject lines, but there’s a field that’s even more important… the from field.
Get that wrong and your subject line and email won’t get read at all.
Let’s take this email I got from the Netflix CEO today as an example:
Like most people, I quickly glance at the from column in my inbox first.
I noticed “Reed Hastings, Co-Founder” and didn’t know who the heck that was. I almost trashed it but gave it a second chance because of the subject line.
It turns out Reed Hastings is the CEO of Netflix. Who knew? I didn’t, even though I’ve been a customer for several years. I probably don’t know the names of the CEOs of any of the companies I pay bills to every month.
The from field should have read, “Reed Hastings, Netflix CEO & Co-Founder.” Then “Reed Hastings, Netflix” would have appeared in the from field of my inbox and I would have opened it without almost accidentally deleting it.
If you’re a copywriter, always ask a client what they intend to put in the from field and advise them accordingly. It might seem like a trivial detail but it’s not.
By the way, I like the rest of the Netflix email. I always admire it when someone has the courage to open an email with “I messed up. I owe everyone an explanation.” Plus, I’m a happy instant streaming customer, and hate messing with DVDs, so I’m not in a snit over their new biz model.