Brand
Slack
Subject line
Never miss an important message
Use case
Expand UserAbout this email
This email encourages users who have installed the Slack mobile app to also download the Slack desktop app for their computer, highlighting the benefits of seamless team collaboration and communication. It uses a straightforward, persuasive tone and a clear structure with visual elements including logos and app screenshots, a call-to-action button, and multiple links directing users to download the desktop app and learn more about Slack’s features. The footer includes company information, legal links, and options for blog access and unsubscribing, maintaining a professional yet approachable style.
Slack journey
Why this works
**Why this works.** The subject line names the pain point the user already feels (missing important messages) rather than the product being sold, so readers open because they recognize their own problem, not because Slack wants them to download something. The pattern here is "lead with the consequence users fear, not the solution you're pushing"; you can lift it for any cross-platform or expansion email where you're asking existing users to adopt another surface.
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