Brand
Paypal
Subject line
Start earning 0.5% cashback on eligible purchases*
Use case
Educate & EngageAbout this email
This educate & engage email from Paypal uses the subject line "Start earning 0.5% cashback on eligible purchases*". Tagged as Usage Expansion, Feature Usage Nudge, it was sent on April 18, 2024 as part of Paypal's lifecycle sequence. Ongoing educational emails like this drive deeper product adoption by surfacing underused features, sharing best practices, and keeping users engaged throughout the lifecycle.
Paypal journey
Why this works
**Why this works.** The subject line leads with the verb "Start earning" and a concrete number (0.5%), making the financial outcome immediate and measurable rather than positioning this as a feature announcement. The pattern here is "lead with the user's gain, not the product's capability"; you can lift it for any usage expansion email where you need inactive users to test a monetization or rewards feature they've overlooked.
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