Pretty designs are killing your conversion 😭

Yeah.

‘Pretty’ designs are the reason that lots of brands have email marketing issues or generally low performing emails.

Take this brand for example:

This is a BEAUTIFUL email, don’t get me wrong.

It is very aesthetic, it applies the brand really well, and it just looks clean!

But…. There are a few issues.

THE LOAD TIME

This alone will kill your pop up form/email conversion.

Brands with good designers often slap together these amazing looking graphics, put it in an email, and then it takes 5 seconds to load in the inbox.

Bang, you’ve lost someones attention.

Secondly…

I find a lot of the times brands use good designs as a mask for inherently poor content (Not this brand above, just an example)

“What should we send this week?”

“Eh I don’t know, get our designer to make our product look good”

“Oh my god that looks so cool!!!”

Yeah - maybe your design looks really cool, but does the content actually achieve anything tangible?

Who knows…

I’m not against great designs by any means.

But they:

1. Can’t ruin the quality/load time of the email

2. Can’t be used to distract from poor content

If you can’t do either of those two things, just stick to something simple.

Hope this helps,

Angus Cowan

The DTC Growth Letter

P.s. Haven’t checkout out my free Email Marketing content? Do so here