Sometimes the A/B tests are not adequate to help us tell the resonances of different subject lines. Do you guys advise us to use “20% Off” or to use “A surprise gift for you”? II find it difficult to decide if we should choose the subject line that contains promotion information or lines that are not inense in tone. Look forward to your reply.

@u7jewelry This is an interesting point. Sometimes when you run an A/B test, you may find that the change you made makes a fairly inconsequential difference. One message may not actually be significantly more impactful than another. If that’s the case, there are two things you can do:

1. Run the test again on a larger group of customers to see if you get more significant results. It’s possible your test audience was too small and not representative of your whole audience.
2. Test a different variable OR a new approach in your next A/B test to see if you can find a lever that leads to more significant results.

So in short, there is no universal answer to the question of which is better. It really depends on your audience. You could experiment with ideas such as actually putting the discount code directly in the subject line.

It sounds counter-intuitive, but as we heard on a recent episode of the Klaviyo Growth Podcast, many customers actually found that adding the actual discount code to the subject line lead to significantly higher open rates.