Email Marketing: Analyzing J.C. Penney's New Approach

This particular subject line really stuck out in my inbox: "Letter and Gift From Our CEO." It grabbed my attention for a few reasons. First, a letter and a gift sound intriguing. I was curious as to what the letter would contain, and what this gift really was. In addition, having the email from the CEO was also intriguing. The "From:" line on this email said, "J.C. Penney." The subject line said it was from the CEO.