So Ugly It’s Shocking (And It Sells Like Crazy)

What if one of the biggest assumptions you’ve been making about email marketing was wrong?

Most people assume beautiful, polished emails are the key to high conversions. But what if I told you that ugly emails—plain, stripped-down, no-frills messages—actually sell better?

Sounds crazy, right? But it’s true.

Let’s dive into why “Ugly Sells” might be the most powerful email strategy you’ve never tried.

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So Ugly It’s Shocking

In a world where everyone is obsessed with making things look “perfect,” the most effective sales emails often go in the opposite direction.

Ugly emails work.

Not “kind of” work. Not “occasionally” work.

They crush it.

And I’m not talking about minor improvements.

I’m talking about simple plain-text emails outperforming polished campaigns by a landslide.

Why? Because ugly emails feel real.

Think about your inbox. It’s overflowing with high-gloss emails packed with stunning images, sleek buttons, and fancy fonts. They look beautiful… but they also scream “marketing.”

Then, there’s that one email that looks different. No graphics, no branding, just a simple, text-based message.

It feels personal. It feels like a real email from a friend.

And that’s why it wins.

The Science Behind Ugly Emails

Here’s why ugly emails sell better than their prettier counterparts:

✅ No distractions. Without flashy visuals competing for attention, the focus stays on the message and the offer.

✅ They feel authentic. Ugly emails mimic real, everyday communication—so they don’t trigger the “this is a marketing email” filter in your reader’s brain.

✅ They build trust. When an email looks like it was sent personally, it’s easier for the reader to believe it’s genuine and worth their time.

✅ They get delivered. Emails heavy on design often get flagged as promotions or even spam. Plain text emails? Straight to the inbox.

Even Gene Schwartz, one of the greatest copywriters in history, swore by ugly marketing. He knew that in a world obsessed with beauty, ugly was the pattern interrupt that made people stop, read, and take action.

Ugly Emails in Action

I’ve seen this firsthand. I’ve watched plain-text emails, with zero images, and just a single link—destroy high-end, well-designed campaigns.

The results? Double the open rates. Triple the click-throughs. More sales.

Here’s an example:

A client running an e-commerce store had been sending glossy, branded emails with stunning product images. Click-through rates hovered around 1.2%—not terrible, but not great either.

We decided to test something radically different: an ugly, stripped-down email that looked like a personal note.

The subject line? “Hey, quick question for you”

The email body? Plain text, no branding, no buttons—just a short, friendly message and a simple hyperlink.

The result? Click-through rates jumped to 4.8%. Sales spiked.

Still skeptical? Test it yourself.

How to Send an Ugly Email That Sells

Next time you write an email, strip it down to the bare essentials. Here’s how:

🚫 No images. They’re nice to look at but often unnecessary.

🚫 No fancy fonts. Stick with a standard, easy-to-read typeface.

🚫 No fluff. Get straight to the point and make the offer crystal clear.

✅ Use a conversational tone. Make it sound like you’re writing to a friend, not blasting a corporate message.

✅ Make your CTA impossible to miss. If nothing else, your reader should know exactly what action to take next.

Want to go a step further? Try these advanced tactics:

1. Test a “mistake” email. Send an email that looks like it was accidentally sent out—a rough, unpolished message with a quick correction. This can skyrocket engagement.

2. Write in a lower-case, informal style. Instead of “SPECIAL OFFER FOR YOU,” try “hey, quick heads-up.”

3. Use a one-sentence paragraph format. Short, snappy lines create momentum and keep the reader moving down the page.

Ugly emails won’t win any design awards—but they’ll win where it matters: sales.

So…the next time you’re crafting an email, ask yourself:

Am I writing for impact or just for aesthetics?

If it’s the latter, try going ugly.

You just might be surprised at the results.

Keep it simple,
The InBoXer Team

P.S. Have you tested ugly emails before? Hit reply and tell me what happened!

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