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Why Most Marketing Emails Fail (And What Designers Can Do About It)
If you’ve been in the game for a while, you’ve probably seen a huge shift in how your audience responds to emails.
What worked back in the day—or even a few years ago (cough, cough: emojis in email subject lines; random personalization that feels specific but isn’t)—no longer captures attention. In fact, there are some common reasons why your emails might end up in the SPAM folder (or be left unread forever).
We’ve been studying these patterns at Yorba—we’re an online tool for people who want an easier way to manage their accounts, subscriptions, and inboxes.
But the interesting thing we discovered is that people claim to be tired of emails, but they’re really tired of mass emails that don’t matter to them. There’s this huge disconnect between what people want to see in their inbox and what they’re actually getting.
You know exactly what we’re talking about, too. It’s the same thing you feel when you see another email from that jewelry brand you signed up for ages ago and never thought of again. No matter how good their newsletters are, it’s not going to work unless you’re the right fit.
The same goes for emails. No matter how well-designed they are, if you’re sending an email to someone who literally couldn’t care less, no amount of design savvy or beauty or content is going to change their minds.
So we chatted with the brilliant designers at Ruca—a global design cooperative that works with startups and global enterprises. They see the full spectrum of brand channel activation across industries, so they’re the experts when it comes to emails that convert. We put together a list of things to know before sending your next email (from both a design & content perspective and from a strategy perspective).
The Issue With Emails Today
According to the 2025 Yorba State of Clutter Report, the average person is subscribed to 148 mailing lists and only opens 1 in 4 emails.
Take a look at the example UI from Yorba below. Those purple lines? That’s all the noise that’s hitting your inbox—and it’s not quieting down anytime soon.
As designers, you craft experiences with purpose and intention—yet when communicating with clients, you’re forced to compete in the most cluttered space imaginable: the inbox.
And it presents a unique challenge for creative professionals: how do you make your emails stand out when your potential clients are actively trying to delete emails and reduce their digital clutter?
1. Surprise People
Delaney Gibbons, a visual storyteller who has helped brands increase open rates with story-first emails, has a trick that works every time:
Give readers a break from the typical stock photos they already see all day long.
A comic or brief visual essay gives readers a break from the typical imagery on social and in ads. Attention is piqued, and the payoff is quick. A 4-panel square comic or a 6-frame visual essay can be read in the same time as any marketing email—but reminds readers there are real humans behind the brand.
The right moment & message can create loyalty faster than any incentive ever could.
Svetlana Yershov, a strategic product leader with 13+ years of experience, offers this advice:
- Craft a playful email that reads more like a life hack than a release note.
- Use cheeky headlines and eye-catching visuals.
- Aim to be forwarded internally.
She used this strategy in an email campaign for Pleo, and suggests that if it aligns with your brand, don’t shy away from emotionally resonant messages that hit the right tone.
| Header | Header |
|---|---|
| Cell | Cell |
| Cell | Cell |
| Cell | Cell |
2. Share Design Insights, Not Promotional Content
No one wants another email saying, “hire me for your design needs.” Instead, share actual design knowledge.
→ Step 1: Identify Design Challenges Your Clients Face
Look through existing emails or survey your customers to understand their pain points. Are they struggling with:
- The design-to-dev handoff?
- Launching UI updates fast enough?
→ Step 2: Create Content That Solves Their Problem
Whether it’s a:
- Custom Figma component
- Color palette generator
- Quick tutorial on animation principles
...make sure your recipient gains knowledge from your email.
→ Step 3: Use Your Services as a Natural Extension
After providing value, gently explain how your services can help.
You wouldn’t go to a party and immediately pitch your services, right? Email works the same way. Less booze involved—but people are still people.
3. Follow Up with Design Iterations, Not Just Generic Reminders
“Just checking in” emails are the bland logos of the inbox. They add nothing and waste space. Instead, show your thinking:
→ Step 1: Reference Past Conversations
“After our chat about your brand typography, I came across this case study that solves the readability issues you mentioned…”
→ Step 2: Offer More Value Each Time
- Email 1: Quick tip
- Email 2: Design resource
- Email 3: Mini critique or light suggestion
Keep tone light and positive.
Pro-tip: Keep design references tight. Instead of dumping your portfolio, include 3–4 relevant clips.
4. Design Your Emails With the Same Care as Your Portfolio
As designers, we obsess over portfolios but often neglect our email design. The irony!
In a world where people open only 1 in 4 emails, your email must be visually appealing and scannable.
Check out the sample email the Ruca team created for ZocDoc—it wasn’t text-heavy and it looked great!
→ Step 1: Apply Design Principles to Layout
Use:
- White space
- Clean typography
- Clear visual hierarchy
→ Step 2: Ensure Mobile Responsiveness
Test on multiple devices. A broken email screams: “I don’t understand modern design.”
→ Step 3: Use Visuals Strategically
A single, well-chosen visual > multiple cluttered graphics.
Think of email design like minimalist poster design.
Know When to Stop
If you’ve sent 3 messages and got no reply:
- Either change your approach
- Or wait until you have something new or valuable to share
Sometimes, perseverance is good. Other times, it feels desperate.
Final Takeaway
Email doesn’t have to be a necessary evil disconnected from your creative work. Treat it like another canvas to showcase your:
- Visual thinking
- Problem-solving abilities
- Strategic storytelling
Yorba is an online tool for managing your accounts, subscriptions, and inboxes. Their latest product, Delete Desk, lets you delete old or unused accounts in just a few clicks.