Subject Line: Urgency vs Value
Running
Email
Started Dec 18, 2025
Test in Progress: 82% confidence reached. Need 95% for statistical significance.
Estimated time to significance: ~18 hours
Progress: 68%
Variant A - Control
50% traffic
"Last chance! 50% off ends tonight"
Preview: Don't miss out on huge savings
2,620
Sent
42.3%
Open Rate
8.2%
Click Rate
3.4%
Conversion
Variant B
50% traffic
"Your exclusive 50% discount inside"
Preview: A special offer just for you
2,620
Sent
47.4%
Open Rate
+12.1%9.1%
Click Rate
+11.0%4.1%
Conversion
+20.6%Performance Over Time
Statistical Summary
Confidence Level
82%
+12.1%
Variant B vs Control
+5.2% to +19.0%
0.042
Not yet significant. Continue running for more reliable results.
Metric Comparison
| Metric | Variant A | Variant B | Difference |
|---|---|---|---|
| Recipients | 2,620 | 2,620 | - |
| Delivered | 2,580 (98.5%) | 2,575 (98.3%) | -0.2% |
| Opens (Primary) | 1,108 (42.3%) | 1,242 (47.4%) | +12.1% |
| Unique Clicks | 215 (8.2%) | 239 (9.1%) | +11.0% |
| Click-to-Open Rate | 19.4% | 19.2% | -1.0% |
| Conversions | 89 (3.4%) | 107 (4.1%) | +20.6% |
| Revenue | $4,450 | $5,350 | +20.2% |
| Unsubscribes | 8 (0.31%) | 6 (0.23%) | -25.8% |
Performance by Segment
Test Configuration
Subject Line Test
Open Rate
95%
Automatic
7 days or until significant
Active Subscribers 5,240 recipients
Hypothesis
We believe that personalized, value-focused subject lines will outperform urgency-based messaging for our audience, as previous data suggests our customers respond better to exclusive offers than time pressure.
Actions
Timeline
-
Test Started
Dec 18, 2025 at 9:00 AM
-
First Results
Variant B leading (62% confidence)
-
Current Status
82% confidence reached
-
Expected Completion
Dec 20, 2025 (estimated)