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Why "pretty" emails aren't converting in 2025
How designs are hurting conversions
Daniel Filipe
August 14, 2025 • Estimated Reading Time: 4 minutes
Before you start you may notice that we’ve upgraded the newsletter, I am spending more time every week breaking down and sharing what is working for us.
So you will see an upgrade in quality along with a few other changes.
Let’s go!
Do your email campaigns look amazing but fail to generate as many sales as you’d like?
I review 2-3 Klaviyo accounts a week, and this is a constant.
I see a lot of focus on brand guidelines and colors but this isn’t what makes customers get out their credit card.
Design quality does not equal conversions.
Your subscribers scan emails in 3-8 seconds.
If the benefit to them isn’t clear immediately, they're gone.
The problem isn't your graphics. It's your approach.
Most ecom brands are losing thousands of subscribers every month.
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The first 3 seconds decide everything.
Your top section needs to grab them right away.
Here’s how we I organize this at Ecom Advertisers:
Above The Fold Structure: (ATF is the first section you see when you open an email)
→ Clear offer - what they get
→ One goal only
→ Big CTA button
→ Strong hook
→ Show the product
→ Create urgency
All of this needs to show without them having to scroll, like below. ⬇️
This is the killer for most campaigns.
Multiple buttons confuse people.
They don't know what to click.
Remove everything that is noise:
Header links
Side offers
Social buttons
Extra CTAs
Keep it to One email. One goal. One button.
Decision paralysis will kill sales.
Here’s a bad example of that.
Your design should create a visual path straight to your CTA.
A frequent mistake I see is email campaigns with multiple offers and CTA’S.
All emails should have one main goal.
Anything that interrupts this flow kills conversions.
This below email is a bad example ⬇️
It has 2 Actions above the fold which will only distract the audience.
Our goal is to sell, we want our businesses to look professional, but our goal is to sell (i said it 2x for a reason).
It’s easy to get caught up in excellent designs.
But we always want to focus on high-converting designs as a priority.
Over the last 6-7 years doing this, the best designed emails I’ve built were often a sales disappointment.
And the ugliest/more practical emails surprised me.
Focus on simplicity and you will see your best results.
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We currently work with a small handful of ecom brands from early-stage DTC startups to global brands wanting to scale and grow more profitably.
After almost a decade supporting 100+ ecom businesses with Email, SMS, Affiliate and other Retention systems. We’re here to help.
Whether your goal is rapid growth, scaling to the next level or to be profitable again, we've built systems to achieve this many times over the years.
The results? We help scale businesses with a profit first approach.
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Want to learn more? Connect with me on social 👇
Thank you for reading! I appreciate you.
Talk soon,
Daniel
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