Why “Ugly” Emails Convert Better Than Pretty Ones

Campaign Goal: Sell out a limited skincare bundle

Tactic: A/B test a plain-text email vs. a fully branded one

Approach:

Option A: Beautiful graphics, brand colors, lots of info, multiple links
Option B: Plain-text email written like a quick note from the founder:
“Hey [First Name], thought of you for this…”
No distractions. Just one message and one link.

RESULTS

Plain-text email converted 3.5x higher
Sold out the bundle in 48 hours

RESULTS

Reply rate doubled—clients felt it was a direct message

WHY IT WORKED?

Pretty doesn’t always mean powerful. Stripped-down, genuine messages cut through inbox noise and make the reader feel personally invited—not marketed to.