How To Stand Out in a Crowded Inbox (Without Trying So Hard)
Retention in Action #1
Practical teardowns to help you optimize user engagement and retention.
You know those email subject lines that try so hard to be clever, they just leave you guessing what's actually inside? (Think vague teasers like “You’ll never guess…” or “Something exciting awaits!”)
In this first edition of Retention in Action, Adobe goes the complete opposite route.
And it works beautifully.
Instead of creating artificial suspense, every part of Adobe's email—from the subject line to the body copy, to the CTA—clearly tells readers exactly what they'll get: a quick, easy way to remove unwanted elements from their photos, for free.
Adobe’s email stands out in a crowded inbox because it nails three essential things:
Clear Subject Line: 100% value, zero clickbait. Just a straightforward offer to test out their new tool for free.
Obvious Benefit: The body copy clearly explained exactly what the Remove tool does, supported perfectly by a GIF demonstrating the tool in action. With zero wasted frames.
Sparked Curiosity: A simple yet compelling offer in the subject line that grabbed genuine attention without resorting to tricks.
Keep reading to learn how to do this with your emails.
Offer Instant Value in Your Subject Line to Lift Your Open Rates
The key to a great subject line is to think of it like a newspaper headline: it’s got just one job—to get people interested enough to keep reading.
A great headline doesn't waste words or leave readers guessing. It instantly tells them why they should care.
Adobe’s subject line does exactly this: “Try the Photoshop Remove tool for free”.
And the preview text, “Get rid of unwanted elements in your pictures quickly,” does serious work here.
Not only does it add context to the subject line, it directly answers the questions your reader immediately asks themselves: What's in it for me? and Why should I open this email?
Why do the subject line and preview text work so well?
Instantly clear: Like a newspaper headline, Adobe immediately tells you what the news is. No guessing or decoding necessary.
Direct benefit: The subject line clearly states what the reader gets (a free tool to remove unwanted distractions in their photos).
Specific and tangible: The words "free" and "quickly" make the value real, with a sense of urgency.
Your email subject line isn't the place for mystery. It’s your chance to clearly deliver the "news" (the valuable benefit your reader can’t ignore).
Next time you're writing a subject line, ask yourself, “If this were on the front page, would it grab attention instantly?”
Body Copy That Doesn't Waste Your Time
As soon as you open Adobe's email, you're greeted immediately with "Delete distractions." It's the first thing you see.
Notice something else important here: there's no wasted space, no long-winded preamble, not even a "Hi there."
Instead, Adobe dives directly into the key benefit: solving your problem.
Why does this work so well?
Immediate payoff: It instantly answers the reader’s mental question: "Why did I open this email again?"
Respect your reader’s time and inbox: This body copy shows that Adobe gets that. There’s no unnecessary introductions or filler. Just jargon-free, valuable content.
Clear Hierarchy: Big, bold text communicates the primary benefit at a glance, making it impossible to miss or misunderstand.
The lesson here is simple but powerful: Respect your reader’s attention.
The faster you deliver clear, relevant value, the more likely they are to engage.
Every word, every pixel in your email counts. So make sure each one earns its place.
Show, Don’t Tell: GIFs that Clearly Demonstrate Value
Adobe’s GIF in this email does a really good job of quickly showing exactly how their "Remove" tool works.
Here’s the GIF, frame-by-frame.
Frame 1 of the GIF:
Frame 2 of the GIF:
Frame 3 of the GIF:
Within seconds you see the transition from distracting wires and unwanted people to a clean, distraction-free photo.
Just like they promised at the top of the email.
And notice how they cleverly labeled each transition?
You see the tool's clickable buttons clearly labeled in each frame so you instantly understand what's happening. No guessing needed.
Why is this GIF so effective?
Immediate Clarity: Within seconds, the GIF visually communicates the tool’s benefit. It shows the "before" and "after" clearly, making the value undeniable.
Minimal Friction: No long explanation, captions or context-setting needed.
First-person action/User POV: You get to see the clickable buttons and cursor. This is a really great way to put your reader in the action so they can grasp the process instantly.
Focused: Every frame of the GIF serves the goal of clearly showing the tool in action, with no distractions or unnecessary details.
“So how do I create GIFs just as effective for my emails?”
Start with a clear before-and-after scenario that shows an immediate benefit.
Keep it short and focused. A few seconds in length is usually enough.
Clearly label each step (like Adobe did) to ensure your reader easily understands the transformation.
Eliminate any unnecessary visuals or text. Every frame of your GIF should only serve the goal of clearly demonstrating value.
A strong GIF isn't just eye-catching; it instantly communicates value and boosts engagement.
Which is exactly what your emails should always aim to do.
A CTA You Can't Miss (and Why It Works)
Adobe wraps up this beautifully straightforward email with an equally clear call to action: "Try now".
(Tell me you didn't just try clicking on it.)
A simple and direct CTA like "Try now" removes friction, making it easy for your readers to take immediate action.
Why does this CTA perform so well?
Simple and Specific: It's exactly clear what the next step is—trying the new tool. No guesswork, no hesitation.
Urgent, but not Pushy: "Now" suggests immediacy and encourages quick action without coming off as aggressive or salesy.
Visually Clear: Prominent button placement and contrasting color make the CTA stand out instantly.
Make your CTAs unmistakably clear. Don't try to reinvent the wheel.
Straightforward language works because it removes friction.
Use action-oriented words like "Try," "Start," or "Explore," paired with a touch of urgency like "now" or "today," to guide your reader effortlessly to the next step.
And here’s the entire email from inbox to when you open it.
Inbox:
Subject Line:"Try the Photoshop Remove tool for free"
Preview Text: “Get rid of unwanted elements in your pictures quickly”
On open:
Email Body
Put These Retention in Action Lessons to Work
Adobe's email is a fantastic example of how to clearly write emails that deliver real value.
No clever tricks or fancy wordplay required.
Now it's your turn:
Take these Retention in Action lessons and try them out in your own emails.
Lead with clarity, demonstrate value visually and make your calls to action impossible to ignore.
And if you give these lessons a shot, let me know how it goes. I genuinely want to hear about your wins, your lessons—and even your challenges.