By default, many people set the FROM property of the MailMessage class to something like:

mail.From = "me@mycompny.com"

By doing this the email address will show up in the FROM line of most email readers, such as Outlook, Outlook Express, or Eudora. To have a friendly name be displayed (instead of the email address), use the following syntax.

mail.From = "\"John Smith\" <me@mycompny.com>"

The following code snippet demonstrates this technique.
 
[ C# ]

MailMessage mail = new MailMessage();
mail.To = "me@mycompany.com";
mail.From = "\"John Smith\" <you@yourcompany.com>";
mail.Subject = "this is a test email.";
mail.Body = "this is my test email body.";
SmtpMail.SmtpServer = "localhost";  //your real server goes here
SmtpMail.Send( mail );

[ VB.NET ]

Dim mail As New MailMessage()
mail.To = "me@mycompany.com"
mail.From = """John Smith"" <you@yourcompany.com>"
mail.Subject = "this is a test email."
mail.Body = "this is my test email body."
SmtpMail.SmtpServer = "localhost" 'your real server goes here
SmtpMail.Send(mail)