What it does
HEY Email is not just another email client; it's a complete rethinking of how email should work. The app is built on an opinionated philosophy designed to put the user back in control of their inbox. It achieves this by introducing several core concepts: a 'Screener' to approve or block new senders, a triaged inbox that separates important mail from newsletters and receipts, and powerful tools to manage communication on a per-contact basis.
Where it shines
HEY shines by transforming email management from a reactive chore into a deliberate, organized process. The 'Screener' concept, explained in the initial welcome email (01:17), is a standout feature, giving users gatekeeper control over who can reach them. The app also excels in its contact-centric organization. At 01:25, we see a dedicated page for 'The HEY Team' that gathers all conversations and provides specific controls for notifications and delivery, making it easy to manage relationships rather than just messages. Finally, the suite of thoughtful composition tools, like scheduling an email (04:52) or setting a reminder to 'Bubble Up' if there's no reply (05:30), adds a layer of proactive intelligence.
UX highlights
- The Main Menu: Accessed from the bottom of the screen (12:27), this full-screen overlay provides quick, thumb-friendly access to all major sections like The Feed, Paper Trail, and Reply Later. It's a clear and efficient navigation hub.
- Contact-Level Controls: Instead of complex filters, users can set rules for each sender directly from their contact page (01:40), deciding if they get notifications or where their emails land. This is a highly intuitive approach.
- Bubble Up: The ability to have an email 'bubble back up' to the top of the inbox is a smart, integrated reminder system, seen in action at 08:20.
- Private Notes: Users can add personal notes to contacts (02:46) and email threads (09:21). This acts like a lightweight CRM, adding context that only the user can see.
- Multi-Select Gesture: A simple swipe to the right initiates a multi-select mode (17:01), allowing for efficient bulk actions on emails.
- Workflows: HEY allows users to create multi-stage workflows (09:54) to manage processes, like moving emails between different stages of a task.
Monetization & growth
The video does not show a paywall, as the onboarding flow focuses on a free, 14-day disposable email trial. This itself is a unique growth strategy. By offering a temporary account without requiring a user's personal email (00:05), HEY dramatically lowers the barrier to entry. This encourages more users to experience the premium features firsthand, likely increasing the conversion rate when the trial ends and they are prompted to subscribe to a paid plan.
Who it’s for
HEY is for individuals and professionals who feel overwhelmed by their current email setup and are looking for a more structured, mindful approach to communication. It's ideal for users who want to enforce strong boundaries, prioritize important conversations, and separate newsletters and transactional emails from their primary focus. The feature set suggests it's for people who see their inbox as a command center for their work and personal life, not just a passive repository for messages.
Notes & opportunities
While powerful, the sheer number of features and new concepts (Imbox, The Feed, Screener, Bubble Up, etc.) could present a steep learning curve for users accustomed to traditional email clients. The onboarding relies heavily on reading introductory emails to understand these concepts. An interactive, guided tour of the 'Big 3' spaces upon first entry might help users grasp the core philosophy more quickly. Additionally, some settings, like recycling options, are nested within several layers (02:35), which could be streamlined for easier access.