Neglected Open-Rate Booster That Can Improve Your Email Fundraising

When the topic is email fundraising, testing subject lines inevitably comes up.

Of course, subject lines are critical. Think of the famous one from Barack Obama's organization: "Hey." It was a big winner.

But the "from" line can also make a big difference in open rates. After all, one of the reasons "Hey" worked was that it was the president saying it.

Think about it. When you get an email, do you look only at the subject line? No, you almost certainly look to see who it's from. And that's especially true if you're worried about viruses, phishing scams or other baddies.