Buttondown's headline "Email for you. Yes, you." immediately grabbed my attention and made me stop and question what this truly meant.

The direct messaging of "you" creates an immediate personal connection. The repetition and emphasis with "Yes, you" makes it even more intimate, as if Buttondown is starting a one-on-one conversation with the reader/potential user.

This same addition of "Yes, you" cleverly anticipates and addresses potential skepticism. It's as if Buttondown is saying "Yes, we really did make this for someone like you," making the reader feel specifically considered and valued.

The simplicity of "Email for you" suggests that Buttondown has stripped away complexity in an often confusing and feature-packed industry of email.

Now, I will say that I knew what Buttondown did before stumbling across this headline. I do think it's possibly a bit too vague without the use of a subheading for those that are not already familiar.

Is this for newsletters? A Gmail replacement? A subheading would help clear this up so that the H1 is even more powerful.

In Buttondown's words:

Historically, we've called Buttondown a 'newsletter tool' — the h1 before this was 'The best way to start and grow your newsletter.' This was really nice and effective, but I talked with a number of folks who felt a little turned off by that word "newsletter", as if it felt amateurish or insufficiently "haha business" (for lack of a better term) for their use case.

So I started toying around with replacing "newsletter" with "email" as the proper noun that we'd rally around (and email has its own baggage, to be clear — there's a handful of people who sign up thinking that we're, like, a Proton Mail alternative.) And the more I liked "email", the more I hated "email <buzzword>" — email automation, email marketing, email campaigns all felt very corporate and stodgy in a way that betrayed the unique voice I think most of our marketing copy has. Eventually I landed on "email for people like you", which I liked but lacked... a certain punch, if you know what I mean.

Finally, I was batting around ideas and landed on the current two-sentence structure, which I think accomplishes a handful of things:

1. Tells the user, frankly, nothing about our product or positioning besides "email" (and therefore invites them to learn more)

2. Immediately gives us a certain voice and friendliness that is, uh, _missing_ from the Constant Contacts of the world.