I used to think flashy emails were the holy grail.

Intricate designs. Fancy graphics. Animations that make them look like a million-dollar ad.

This stuff looks great, but the truth is, it doesn't always sell.

Why pretty emails fail

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1. They don't load right

Design-heavy emails rarely play nice across all devices. The more bells and whistles means the more likely something breaks—images misalign, buttons disappear, layouts go rogue.

More visuals also mean longer load times, and in a world where seconds equal subscribers, slow emails lose. That’s why big-name enterprise email software often stays away from bloated, image-heavy templates. They know: speed sells.

2. They distract, not convert

The average read time for an email is 10 seconds. Too many bells and whistles can detract from your core message. If your audience is too busy admiring your design, they're not focusing on your call to action. Take a look at some of the best conversion copywriters like Laura Belgray and Neville. They're emails are simple, to the point, and they work.

3. They land in spam

All those flashy graphics, excessive links, and overloaded code? They’re red flags for algorithms—and it’s a one way trip to the junk folder. Beautiful, but invisible.

4. They flop on mobile

Remember, over 50% of emails are opened on mobile devices. So while your email may look great on a laptop, it might turn into a mobile mess. It might shrink, break, or flat-out disappear on a phone.

What actually works

I'm NOT saying don't have pretty emails.

A big attractive email can work WONDERS for many brands.

But it needs to be a balance.

And as we've seen from social media, subscribers engage most with valuable content that feels native to the platform.

Instead of overly focusing on design, consider:

• Plain text: Surprisingly, plain text emails get higher engagement rates. They're personal, direct, and to the point.
• Clean, mobile-friendly design: A clean, simple layout with a clear call to action outperforms cluttered, complicated designs.
• Copy that complements the design: Combine short, actionable headlines, benefit-driven descriptions, and clear CTAs with your visuals. Keep text concise to avoid competing for attention, but make sure the email makes sense without images (so it's accessible for those with images disabled).
• Optimized Images: Include product imagery, but ensure that they’re optimized for fast load times. Don’t overload on too many pictures—focus on highlighting your best-selling or most-clickworthy offers.
• Checking for spam words: Certain words or phrases (like "buy now," "free," "limited time," or excessively promotional language) can trigger spam filters. The Spam Check tool will check your email copy for these potential red flags.

If you're looking for more ways to create beautiful but powerful emails with minimal design elements, we wrote an article with some great examples right here.

The bonus is you don't need a graphic design degree to do all this.

"But my emails really need to stand out!"

Absolutely. But keep in mind that standing out doesn't always actually mean fancy email design...

Here are some ways you can do that without going overboard:

1. Build a voice people recognize in two words flat.
   Your writing style is your design. Bold? Playful? No-BS? Pick a vibe and make it unmistakable.
2. Write emails people want to read.
   No one reads walls of text. Break it up. Punch with power phrases and headlines. Format it like you’re speaking directly to them.
3. Start with a line they can’t ignore.
   This means paying attention to subject lines and hooks. Make them irresistible, unexpected, and scrolling-proof. Think: “Wait… WHAT?” Tools like hooks and subject line formulas help draw people in.
4. Use visuals that pull their weight.
   One killer image > five lazy ones. Show what matters, not just what looks cool. Bonus points if it makes them stop mid-scroll.

Get back to basics

Design is fun.

But if you focus a bit more on the items above, you'll get better results AND have more time for doing what your audience really cares about most: reading more and better quality content.

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