It isn't just emails in particular. Think for a moment about some fancy sites you've come across - say a startup advertising their service/product. How many times after being fed a plate full of bells and whistles, you still don't know what they actually do? It tells you how wonderful their product is without telling you exactly what is that product.
But this does make sense, because if they put things in plain words most of them will be "This is another social platform", or "this is another cloud service", "another image processing tool", "another education software". That doesn't sound very attractive, and they're well aware of it. The trick is to first convince that this is something wonderful, then subconsciously people will perceive it as something different from all existing services - and so willing to try it out.
However, most users are getting increasingly sophisticated and skeptical, and this sensible strategy sometimes backfires.
But this does make sense, because if they put things in plain words most of them will be "This is another social platform", or "this is another cloud service", "another image processing tool", "another education software". That doesn't sound very attractive, and they're well aware of it. The trick is to first convince that this is something wonderful, then subconsciously people will perceive it as something different from all existing services - and so willing to try it out.
However, most users are getting increasingly sophisticated and skeptical, and this sensible strategy sometimes backfires.