I don’t know about you but when I get a fancy email I know that somebody is trying to sell something and I rarely open it; unless I specifically remember asking for it.
If I get a short, simple email from a person that I know, I open it.
I like emails that are clear. I think clarity trumps persuasion.
At XANT we research everything. We drive each other nuts with testing and research. So we researched fancy emails with colorful graphics and nice HTML design versus a simple email from an average (but pleasantly persistent) salesperson. We even left in occasional grammar problems or spelling errors. Why? Because IT IS REAL. It’s from a real person, not a marketer.
The simple email wins every time. Often by 30-50% and sometimes by at least double the response rate.
Be real. Keep it simple.