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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