Why Choosing Functionality Over Beauty in Emails Gets You More Clicks

Why Choosing Functionality Over Beauty in Emails Gets You More Clicks

It was about 15 years ago that my wife and I received a beautiful Waterford crystal vase as a gift.  The exquisite detail and sheer elegance of the vase is utterly amazing, as any Waterford piece normally is.  We take it out as often as we buy flowers or receive them when we host guests.  However, there is one problem: the vase does not hold 12 flowers very well.  In fact, we often take two or three flowers out and put them into another vase simply because it’s a pain and makes things look awkward if we try and cram them in.  While beautiful, the vase lacks functionality, and it’s a shame since we really love the piece. People are obsessed with beautiful things.  We imagine beautiful houses, shoes, cars, jewelry, and we tend to put beautiful people on a pedestal simply because they look great.  That obsession can be found everywhere, and in fact it spills over into email. I have...
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