This includes the ‘to’, ‘from’ and ‘reply to’ fields. These are opportunities to build a
relationship through creating a perception of familiarity. In other words, the reader
needs to perceive that the newsletter is somewhat unique and sent personally
by the publisher. Using a personalised company email address (for example,
trevor@company.com) for the ‘reply’ field creates familiarity and builds trust with
the reader. The ‘from’ address should also include the organisation’s name. A
meaningless ‘from’ address that the reader cannot identify serves only to confuse
the origin of the newsletter