72-76% OPEN RATES
FOR OVER TWO YEARS
Curiosity-driven, non-promotional subject lines held a 72-76% open rate for over two years. Not a spike. A pattern.
The Objective
This DTC pet wellness brand had years of send history but no consistent formula for what 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.
Program length: 2+ YRS Validated repeats: 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.
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.
Consistent revenue on the same campaign format, replicated across 4+ occasions (a validated, repeatable pattern, not a one-off spike): $698–$802 revenue per holiday-tied send.
The Delta
Quantitative outcomes from the account’s Klaviyo campaign reporting. The open rate has held between 72% and 76% for over two years running. The holiday-tied campaign format alone has produced $698 to $802 every time it runs.
- Open rate range: 72-76% (sustained)
- Campaign revenue: $698–$802 (holiday format)
- Program history: 2+ YRS (consistent)
“Over two years of consistent data settled the debate. Curiosity beats urgency in the subject line, every time we've tested it on this account.”UROS KORENE, FOUNDER
[ DATA_NOTE ] This case study is a representative composite created to demonstrate the strategy and potential application. Brand details, timelines and figures have been modified and should not be interpreted as the verified results of one identifiable client.
FREQUENTLY ASKED
How is a 72-76% open rate sustained for over two years?[+]
Curiosity-driven, non-promotional subject lines, tested and repeated across 4+ occurrences of the same campaign format over more than two years of program history. It's not a one-time spike: it's a pattern the account has validated repeatedly, not a single strong send.
Does the same campaign format keep producing similar revenue?[+]
Yes. The holiday-tied campaign format has produced between $698 and $802 in revenue every time it's run, across the multi-year program. That range has held consistent, not just the open rate around it.
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