Why Ugly Emails Sell

This may surprise you but pretty doesn’t always sell.

In fact, some of the most profitable emails I’ve ever seen were downright ugly. Plain-text, no fancy HTML or sophisticated fonts; it almost looked like a mistake.

But that’s exactly why they work.

Think about it: When your inbox is flooded with glossy, polished emails screaming for attention, the ugly one sticks out. It feels personal, real, and human.

Even Gene Schwartz, one of the greatest copywriters of all time, swore by “ugly.” He knew that in a world obsessed with beauty, ugly cuts through the noise.

And he was right.

Here’s why ugly emails win:
✅ They eliminate distractions. No shiny graphics competing with your CTA. Just a clear message.
✅ They feel personal. Like a one-on-one email from a friend, not a corporate broadcast.
✅ They force you to focus. No hiding behind fancy design—just killer copy and a strong offer.

I’ve seen plain, ugly emails written in courier font; with no images, no HTML, and a single link, outperform the most polished campaigns.

Don’t believe me? Test it.

Next time you send an email, strip it down:

• Skip the fancy graphics.

• Forget the elaborate fonts.

• Just focus on the copy and the offer.

Let the results speak for themselves.

Because here’s the truth: Ugly might not win a any design awards, but it sure as heck wins in sales.

Keep it simple,
The InBoXer Team

P.S. I’d love to hear if you’ve tested an “ugly” email before. Hit reply and tell me how it went!