Perfectly ordered info

This email from Paypal does everything right structurally.

Bottom line up front

Paypal's clever communications staff know many customers won't open a mass email, so they put the bottom line (the main point) in the subject:

As a treat for those who click, they repeat the bottom line large and clear in the body of the email. (Scroll down to see.)

Next, the to-dos

Do we have to do anything? Paypal reassures us we don't need to.

The details come after that. 

A nice touch

I think they demonstrate real understanding of their customers when they explain what to do if you "want to decline the changes". In one sentence, they show that:

• they understand an agreement needs to be reciprocal

• they're not a corporate monster steamrolling over customers.

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