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Cover image for Review: A Game-Changer or A Gimmick?
Jose Rodríguez
Jose Rodríguez

Posted on • Originally published at Review: A Game-Changer or A Gimmick?

In June 2020, Basecamp decided to take on the giants of email service providers with the launch of, aiming to revolutionize the way we interact with our inboxes. Touted as the email service for those who love email but hate its clutter, has certainly generated buzz. But does it live up to the hype? Let's delve into its features, usability, and overall value proposition.

Rethinking Email

HEY introduces a series of innovative features designed to tackle common email woes. The Screener, Imbox, The Feed, and Paper Trail are at the core of HEY's attempt to redefine email usability. Each feature serves a distinct purpose, from prioritizing important emails to categorizing newsletters and receipts, aiming to keep your inbox organized and manageable.

  • The Screener acts as your email bouncer, deciding who gets into your inbox. This first-contact filter ensures that only emails from approved senders reach you.
  • The Imbox (important box) is where your must-read emails reside, a haven from the typical clutter of an unfiltered inbox.
  • The Feed and The Paper Trail organize less urgent communications and transactions, respectively, streamlining how you consume and reference emails.

User Experience: Fresh but Familiar prides itself on offering a fresh take on the email experience while keeping the interface intuitive. Users receive a email address, symbolizing a clean slate in the crowded world of electronic mail. However, the service's radical departure from traditional email norms also comes with a learning curve. Newcomers might find the adjustment period challenging as they acclimate to HEY's unique way of managing email.

Privacy and Control

Privacy is a cornerstone of HEY's value proposition. By blocking tracking pixels and allowing users to screen their emails, HEY puts control back into the hands of its users. This approach has resonated with privacy-conscious users, distinguishing HEY in a market where invasive tracking has become all too common.

The Price of Innovation is not for everyone, primarily due to its $99 annual subscription fee. While some may balk at the price, it's essential to consider the value of the features and privacy protections HEY offers. For those overwhelmed by their current email service or seeking more privacy and control, HEY could be a worthwhile investment.

HEY's Place in the Market

The launch of HEY was not without its controversies, particularly its standoff with Apple over app store policies. However, the attention has only served to highlight the email service's innovative approach and Basecamp's commitment to user privacy and control.

Final Thoughts is not merely another email service; it's a bold reimagining of what email can be. With its unique features and privacy-focused design, HEY offers a compelling alternative for those willing to pay for a cleaner, more organized inbox. While it may not replace Gmail or Outlook for everyone, HEY stands out for users seeking to regain control over their digital communication.

As with any service, HEY has its pros and cons, and its value will vary depending on individual needs and priorities. However, for those tired of the status quo in email services, presents an intriguing option worth exploring.

Ready to take your workflows to the next level? Explore a vast array of Calendar apps, along with their alternatives, at Productivity Directory and Read more about them on The Productivity Blog and Find Weekly Productivity tools on The Productivity Newsletter. Find the perfect fit for your workflow needs today!

Top comments (2)

alxwnth profile image

I don’t have much need for email (since email is a small part of my life overall) but their new calendar thingy looks really really interesting. Too bad it’s bundled and the price is not justifiable for me at least

fyodorio profile image

FWIW the 37signals guys are marketing gurus, they can sell anything, I believe they make bets between founders each time before launching 😄