Technology makes it easy to do all kinds of cool things with emails and landing pages, but cool things aren’t always helpful. Simplicity is usually your best bet.

When designing new email creative, consider the following.

• Don’t use too many images.
• Use “html lite” — mostly text with some color and simple formatting.
• Avoid columns
• Make the text simple to scan with short paragraphs.

On simplicity in other email applications, see Don’t Overcomplicate It.