Why Fancy Emails Kill Your Conversions
Ben Settle's "No-Fluff Philosophy" on email marketing served as the inspiration for this blog post.
Let’s get straight to it.
If you’re stuffing your emails with images, banners, buttons, and branded fluff, you’re probably losing money.
It isn't because of a poor design. But your message is hidden.
The Myth of “Professional” Emails
We’ve been sold the idea that emails need to look like mini websites. Clean layouts. Logos. Color schemes. But here’s the truth: most of that is for ego, not conversion.
Your reader didn’t sign up for a design. They signed up for a voice. A message. A reason to click.
Why Plain Text Wins
They’re plain. No images. No formatting. No fluff. Just words that sell.
Here’s why it works:
- Plain text feels personal. It reads like a note from a friend, not a pitch from a brand.
- It loads fast. No broken images or formatting glitches. No need to click "display images".
- It gets through filters. Fancy emails often trigger spam flags. Plain text slips through.
- It focuses the reader. No distractions. Just the message and the call to action.
A Personal Note
I’m not someone who blindly follows the next guru. I tested this myself: I stripped my emails down to the essentials — just words and a clear call to action. And I saw my click-through rates jump by 20 to 30 percent.
No hype. Just results.
The Real Goal of Email
Your goal isn’t to impress. It’s connecting. To persuade. To ignite action.
If your email looks like a billboard, it gets scanned. If it reads like a story (a message you bring), it gets read.
What to Do Instead:
- Write like you talk
- Keep it short
- Make one clear point
- Include one clear call to action
- Send it
- Repeat
Final Thought
You don’t need to be flashy to be effective.
You need to be clear.
You need to be consistent.
You need to be real.
So next time you sit down to write an email, skip the Canva templates.
Open a blank screen. Type something worth reading. And hit send.
It worked for me. My click-through rates jumped by 20 to 30 percent.
But don’t take my word for it.
Test it yourself.
Track your results.
Let your audience tell you what works.
Because the best email strategy is the one that works for you.
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Recent Comments
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An example of a cold email I use for fun. I changed my name in the email to protect the not so innocent. I would not call his fancy.
Subject: Try WA Starter this week, see what fits 🔍
Preview: A simple two-week plan to test WA Starter and see clear progress.
Hi there,
I’m TheAmazingMG, Senior Guru In Charge at Wealthy Affiliate Starter Program. If you want a low-risk way to test affiliate marketing, the Starter Program is the cleanest entry point. You get structure, a doable plan, and fast feedback.
What you probably want:
Clarity on your niche and offer
A site you can update without headaches
A repeatable content process
Early traffic signals and a path to grow
What we focus on in Starter:
Plain-language lessons you can apply the same day
Tools to build and publish without fighting tech but using it
A supportive community when you get stuck
Simple tracking so you see what is working using SiteKit
Proof you can measure in two weeks:
1 site live with a clear niche page
3 short posts published with basic on-page SEO
5 low-competition keywords saved and mapped to posts
First 25 to 50 visits from early outreach and search impressions
1 opt-in form or simple call to action placed and tested
How I coach new members:
Step 1, pick a niche you can talk about weekly
Step 2, launch a basic site and set up categories
Step 3, publish three posts that answer one question each
Step 4, request peer feedback on titles and clarity
Step 5, review search impressions and refine topics
Social proof you can count on:
Fast peer feedback on your first posts and titles
Real-time help threads when you hit a snag
Clear next steps from people one step ahead of you
What you will not get:
Hype or income promises
Vague theory with no action steps
A tool you cannot use without a manual or my help
NO Upsells!!
If this sounds like the test you need, let’s make it concrete.
Next step:
Hit reply with “Starter” and your goal for month one
I’ll send a short setup checklist and a 2-week plan
If you want a quick Zoom call, I have 20-minute slots this Tue 10 to 1 ET and Thu 2 to 5 ET
Why now:
I hold a limited number of onboarding slots each week
If you reply today, I can reserve one for this week’s cohort
Want a lighter touch first?
Reply “Send the checklist,” and I’ll email the quick-start steps
No call needed
Your move. I’m here to make this simple and measurable.
Best,
TheAmazingMG
Senior Guru In Charge at Wealthy Affiliate Starter Program
P.S. Give Starter two weeks. If you publish three posts, apply the checklist, and track your early signals, you will know if this model fits you without guessing.
is there a source to get reliable emails lists? I know when i was in the insurance business i could buy qualified leads from people that expressed interest in buying insurance. But to be honest, it was getting kind of pricey. But i did make sales.
I would be interested to know where to get affordable ( if there is such a thing) email leads.
Buying qualified leads can work short-term, especially in industries like insurance, but it’s not a sustainable or recommended practice in email marketing.
Actually, buying email lists is something I’d caution against. It often leads to poor engagement, deliverability issues, and can even hurt your sender reputation. I’ll dive deeper into that in my next blog post.
A better approach? Find a trusted partner who’s willing to email their list with your offer — and you do the same for them. It’s called a list swap or joint venture, and when done right, it’s a win-win. You get warm traffic; they get value, and everyone stays above board.
More on that soon. Stay tuned.
I would agree with Luc, steer clear of email farms and build your own. It will take time, but your list will grow and the people you reach will already have shown interest in you and your content.
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Can't disagree with you here Luc!!