One of the great benefits of e-mail list rental marketing has to do with four simple letters: from. Unlike its older, much more expensive cousin, direct mail, e-mail can afford the advertiser the luxury of reaching prospects with a greeting from the respective list owner. Even if only through the use of the simple "From line" - the end user can immediately recognize the sender of the e-mail and thus greatly increase the likelihood of opening and then reading the e-mail.