77-81% OPEN RATES
FOR 3+ YEARS
Curiosity-driven, non-promotional subject lines held a 77-81% open rate for three-plus years. Not a spike. A pattern.
THE
OBJECTIVE
This DTC pet wellness brand had years of send history but no consistent formula for what actually got opened. Open rates swung depending on who wrote the subject line that week.
Some sends did well. Others barely registered. There was no repeatable system behind the good weeks, just guesswork that occasionally landed.
3+ YRS
4+
WHAT WE DID
We stopped guessing and started testing one variable at a time, until a clear, repeatable pattern showed up in the data.
CURIOSITY-DRIVEN
SUBJECT LINES
We standardized on curiosity-driven, non-promotional subject lines instead of generic sale language. We paired them with holiday-tied campaigns offering a consistent incentive, tested and repeated across more than four separate occasions.
CURIOSITY
OVER URGENCY
Consistent revenue on the same campaign format, replicated across 4+ occasions. A validated, repeatable pattern, not a one-off spike.
THE
DELTA
Quantitative outcomes from the account's Klaviyo campaign reporting.
The open rate has held between 77% and 81% for three years running. The holiday-tied campaign format alone has produced $742 to $853 every time it runs.
“Three years of consistent data settled the debate. Curiosity beats urgency in the subject line, every time we've tested it on this account.”OPENRATELAB ANALYSIS
[ DATA_NOTE ] Open-rate range and revenue figures are drawn from three-plus years of campaign history, validated across 4+ repeated occurrences of the same campaign format. Client identity is withheld per our confidentiality standard. Every number above is pulled directly from the account's Klaviyo reporting.
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