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“People get blasted by emails all day long, newsletter or Mailchimp-like templates are everywhere and, as a consequence, users started developing some patterns of recognition when in front of their emails: if pattern matches they quickly skim the content and trash the email. Maybe a catchy headline can help gaining a couple of seconds of attention but a good designed newsletter (9 out of 10 times a commercial proposal or a deal-like thing).”
There is a bit of data to back up this click-baity title along with some good ol’ fashioned design intuition. The take-away here isn’t that good looking emails don’t work, but that emails matching typical marketing email patterns don’t engage customers. Want to really reach your users? Design emails to look as hand-written as possible! Remember, people like to connect with people, not with brands.