For the subject lines of these emails, we didn't just make it about the feature. It wasn't just, you know, create your first chart. Instead, it was "let's get visual."

We thought it was a little more fun and a little bit more benefit-oriented, versus just calling out the feature itself. So that's just one thing we tried to maintain across all the emails in this campaign -- that emphasis on the benefit instead of on the underlying feature.

Images are a great way to bring people in, and there are a couple of emails in this campaign where we used GIFs/moving images. As a general design principle, I think if it's something where there's a lot of value in showing the interaction -- so for example, creating a chart where you're just dragging in some metrics and then suddenly a beautiful chart appears -- that's a good opportunity to use an animated GIF because you can showcase how easy it is compared to expectations.

Or like with Notion, you'll see they, they use animated GIFs to show what it's like to add blocks to a Notion page. Just because that's kind of exciting and I think it's motivating for people to see that. But yeah, I don't think you need to go overboard with them.

We wanted to summarize the core idea without making it too overwhelming with a ton of technical detail. So it was a nice balance here between not being so high-level that it doesn't really explain what it is, but also without going too into the weeds.

Mike Fiorillo

At Preset we designed this email to promote the product’s value prop as part of their overhaul of the onboarding email series.

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