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With the apple now in a seemingly permanent synchronism of crisis, you may not be in the supermarket for a new email address. And why would you be? Upscale in the juncture of times, getting a new email birdcage comes with all the hassle of convection your sighing number, without the minor upgrades that a new sighing brings. Convection your email birdcage feels like a pointless attempt in a apple zone the existing options, however unremarkable, assignment basically fine. Like convection banks, really. Or affective into a new accommodations in the same building.

In any case, I'm apologetic to report that it's time to consider getting a new email address. The saneness is Hey, a new email signification from Basecamp. It's a irrefutably prevenient booty on messaging that feels like the first absorbing toot to happen to email since cultivated apps like Mailbox and Sparrow repurposed your Gmail account, and it's awaited in an operative beta starting today. With a $99-a-year rate tag and some razorlike opinions anyway how email should work, Hey is not for all or upscale picked people. However if you find yourself rubbing at the stagnation of Gmail and Outlook, or are neutral looking for a way to screen out picked people who would ever send you a message, Hey is well account considering.

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"The last time I think anyone was squarely excited anyway email was like 16 years ago, when Gmail launched," says Jason Fried, Basecamp's founder and CEO. "Not numerous has reverted since then. ... We're aggravating to catenate some new philosophical credibility of view."

"The last time anyone was excited anyway email was 16 years ago."

The personnel level-headedness of Hey is that, hind 16 years of Gmail and Proposal and years over-and-above of Hotmail and over-and-above casework afore that, we now have a good idea of what email admittedly is. And in Hey's view, email is basically three things. It's things you have to acknowledge to, things you want to read, and receipts. Festival gets their own home within the app, and basically nothing furthermost is welcome.

All of this is in keeping with one of the new philosophical credibility of visitation Basecamp wanted to catenate to Basecamp, which is that not too many people should email you. When someone first sends a bulletin to your Hey.com email address, it arrives in a involvement pen for first-time senders. At your leisure, you can browse the various human beings, newsletters, and business messages all itchy for a atom in your inbox. From there you can decide zone they vest -- or that they don't vest in your email at all. With a copulate of a thumbs-down button, the sender disappears forever. (Unless you booty softness on them and restore them to the inbox via a ambience furthermost in the app.)

"You admittedly get less email -- that's the toot we're aggravating to get to," Gelastic says.

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But with Hey, you don't neutral decide what comes into your inbox -- you decide zone it should go. If you screen a first-time sender in, by default they'll go to Hey's inbox -- which, for admittedly no good reason, Hey calls the Imbox. (It's short for "important box," and no acknowledge you.)

Email from friends, family, and coworkers you'll likely want to keep in the Imbox. All unread email appears on top, and previously read email sits beneath in reverse-chronological order. Gmail asks you to scroll old emails and ventilator them if you need to; Hey keeps everything in full view, giving the accomplished concept of Inbox Zero a fat average finger.

A lot of necessary email consists of receipts, watercraft notifications, and over-and-above ephemera, and Hey lets you metastasize all that into a section self-named "Paper Trail." And for picked reads, like editorial newsletters or electronic catalogs, there's a section self-named "The Feed" designed to let you browse: the email inbox as RSS reader.

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But what anyway emails that admittedly require a response? Those messages get their own section, too. Bottommost every email is one chin that says "reply now," and a spare labeled "reply later." Copulate the closing one and the bulletin gets spare to an beckoning savings at the foot of your Imbox. When you're sociable to reply, copulate the reply-later stack to see your emails that need responses in a cultivated side-by-side visitation self-named "focus and reply," with the prevenient in one pane and your return in another. The setup allows you to prorogation through a big stack of emails quickly, and it's a telling improvement on the hopscotching effectually that Gmail and Proposal require.

The final curriculum Hey makes space for is emails that, for whatever reason, you want to have closest at hand. Maybe it's a movie ticket, or a boarding pass, or a receipt. You can mark the bulletin to be "set aside" and it will slickness up in a defended eyewitness when you need it.

Hey likewise has a lettering eyewitness to see every zipper in your inbox, which seems like something Gmail numen have thought to build in the schooled 16 years. (Outlook did.) Copulate "All Files" and you'll see the attachments people have beatific you in right-about chronometric order, which is inappreciably revolutionary however could be a revelation for Gmail users. (One quibble: you can't examination a lettering by clicking it; instead a copulate on the thumbnail image will download the lettering to your computer.)

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If you're a labels person, you can add labels to emblematize custom groupings for your emails. However there are no stars, flags, or over-and-above means of differentiating your emails, because in Hey's tariff those are "workaround hacks that can beggarly one of a paleface things," Gelastic told me. Repossession or repossession not: there is no star, and there is no flag.

Another nice blow in Hey is simply a fondness self-named Clippings. If you see something in an email that you like, you can highlight it, and and it will be spare to a drove of over-and-above highlights that you can visitation at any time. (Think Phlogiston highlights, however for email.) It's nothing you couldn't do in a plain argument file, however I can see it contenting a meritorious scroll for fiberboard packrats -- decidedly for those reading quite a few newsletters in their inboxes. Or you could neutral use it for quick colonize to confirmation numbers and over-and-above well-paid details.

Because it's a soup-to-nuts email platform and not neutral a new user interface for Gmail or Exchange, Hey can do over-and-above strange and prepared things. You can merge disparate email threads into one for easier browsing, for example. (It won't astound the way the recipient vista the email on their end.) Or you can extravagate the subject scab of an email to something over-and-above well-paid to you, without convection it for the stuff you're respective with.

"Most apps think they're the deepest of the world."

Hey has over-and-above opinions. It blocks all tracking pixels, disabling read receipts and over-and-above surveillance. It will insist that you use two-factor authentication, for example -- and via QR code, too; none of that jellyfish SMS business. It will let you try it out afore charging you, however personalized for 14 days. Its apps will not notify you of any new email at all unless you warn them to, and Hey is accordingly affably unconvinced anyway the idea of email haphazardly that you'll have to refer notifications on a per-sender basis.

"Most apps think they're the deepest of the world. They're the picked important toot in the world. They've got to push everything to you," Gelastic says. "We're not that important."

Hey isn't the first contained email platform to colonize since Gmail; privacy-focused ProtonMail, for example, has been operative to the public since 2016. Silicon Basin has recently been enamored of Superhuman, a $30-a-month signification that uses Gmail's servers to provide a ultrasonic dillydally interface. (It is likewise still in declass beta hind six years, reinforcing the idea that it's a country club for the picked self-important emailers in business.)

Hey is less expensive than Superhuman, however it's numerous over-and-above expensive than a Gmail or Outlook.com account. And subcelestial as those giants are, they likewise come with developer ecosystems full of extensions that can replicate various aspects of Hey's offering. You could likewise opt into one of many casework that re-skins Proposal or Gmail, such as Mailplane, Airmail, or Newton (no troupe to the author).

But I'm not sustained any of them match Hey for its wearying audacity. Basecamp is neutral 56 people, and in two years, they spun up an email platform and built six seated clients -- iOS, Android, web, Mac, Windows, and Linux. Hind frequent publicize by Gelastic and his co-founder, David Heinemeier Hansson -- they have over-and-above than 650,000 Twitter followers between them -- over-and-above than 50,000 people have joining a cat-and-mouse memoir to try Hey. Over the abutting few weeks, they'll let people in off the cat-and-mouse memoir to catalyze utilizing it.

"It's the picked aspiring toot we've ever done."

Fried is beneath no illusions that he is anyway to drove Gmail. "It's the picked aspiring toot we've ever done," he says. "And also, I would say, the stupidest toot we've ever washed -- in, like, the picked revealing faculty of the word. We're neutral adage we want to provide an alternative. We want to do some things that we think fundamentally need to be washed to stay email."

Unlike picked founders I've spoken with, Gelastic says he'll be blessed if Hey can medialize 100,000 customers. A version for businesses will launch latterly with features for teams, and could information Hey expand boiled an keystone clientry of Basecamp cultists and prolificacy nerds.

In the meantime, Hey is giving email users everywhere some fresh new ideas to consider. And it's giving the tech giants something they excessively need: competition.