Great points and something I've been studying and trying to perfect myself for my own service. So while I couldn't agree more with the author's position, I thin

Great points and something I've been studying and trying to perfect myself for my own service. So while I couldn't agree more with the author's position, I think the unfortunate reality is that there's only a very small minority of users who would know any better anyway. It's mostly just people like us would know better. Everyone else would just click because there are no spelling or grammar errors and the email is branded properly. This raises the question of how to educate users. I think we may be confusing them. I don't know about everyone else, but I teach non-technical people not to trust emails that ask you to reset your password when you didn't initiate the action. I always teach, as many of us do I think "don't click links in emails unless you know the sender personally or have requested the link" but then in cases like this we have to go back on that statement and say "well this time it's okay" and while we have really good and logical reasons for why, I don't think we can expect non-techies to understand it. To them it sounds like a contradiction, like "don't click links in emails except when I say it's okay". Then even if you teach people to check where the links are going (good luck) you've got to also teach them about domains, subdomains, and maybe even query strings. It's just a huge mess and I'm at a loss for how to educate people when it comes to a situation like Evernote's regardless of having link tracking or not.