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> Instead of doing proper A/B testing

I disagree. It is not easy, if not impossible, to go from ugly to beautiful, with A/B tests. A/B tests can make judgments on things, but they aren't going to make it much more beautiful. Making it more beautiful, and doing A/B tests, seems like the best approach.

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You still need to decide what's important though. A pretty page doesn't always perform better, and can appearance changes after the fact negate any A|B testing you just did. You can't dissociate A|B test from appearance.

Who gives a fuck if your email is beautiful?

The goal is to make money, not to be pretty.

But many times, making something look better gives people a better understanding and more confidence, therefore you get more money.

And many times it makes it less readable.

Beautiful and efficient are orthogonal terms. They are pretty much independent.

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