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However, in 2017 they relaunched with a new UI that completely disrupted Tinder’s (and nearly every other dating app’s) “Swipe Right – Swipe Left” paradigm.

Hinge’s new design requires users to read others’ profiles and like a specific part of a profile rather than swiping quickly and making snap judgments about other users.

These minimalistic branded emails allow users to easily engage with the app as when the email is viewed on a mobile device the “Find Out Who” CTA button in the email opens up the Tinder app directly to the page that displays a user’s matches.

More than that, when clicked on, the “turn on push notifications” hyperlink leads directly to the settings page of Tinder’s app.

When it comes to a new match, a promising recommendation, or a potentially great first date, scouting singles deserve encouraging and timely notifications.