1) Love it or hate it, you can’t ignore that first line (reminder for marketers: what doesn’t stand out gets forgotten).
2) A quick intro to what the email is all about, all bundled up inside 1 sentence.
3) He doesn’t write a 500 word explanation, but links to a page that tells Rick more about the conference.
4) Provides quick summary of he's trying to say
WHAT YOU CAN LEARN:
"Have fun. And mirror the image of your brand in your language. If you’re branding yourself as a fun, youthful alternative to stuffy conventional conferences, don’t use the same stuffy, conventional language in your emails."
Source: kopywritingkourse