When it comes to email marketing, more attractive is actually less attractive.

A lot of small businesses go to a lot of effort to make their emails look pretty, by building striking templates, choosing lovely fonts and adding alluring images.

But this is self-defeating, for two reasons:

  • Your customers’ email systems are more likely to send pretty emails to the spam folder
  • Your customers are more likely to regard pretty emails as annoying sales pitches

That’s why you need to take the opposite approach and make your email seem like a plain message from one friend to another.

Email systems are more likely to accept them and customers are more likely to read them.