u/No-Blueberry4051

Running a weekend campaign test for a brand I work with. Single variable, everything else identical - subject line, send time, layout, segment.

• Variation A: 10% off
• Variation B: 11% off

My hypothesis going in: 11% pattern-interrupts. Every brand defaults to round numbers - 10%, 20%, 15%. At some point that stops reading as a discount and starts reading as wallpaper. An odd number feels like someone actually ran a calculation rather than just picked the standard offer.

Still waiting on the full results.

Do you think the odd number wins here, or does the "cleaner" round number convert better?

Have you tested anything similar, weird numbers, non-round discounts, or anything that broke the expected pattern?

Is this a psychological play that holds, or does it only work once before audiences get used to it?

I've been going back and forth on this for a few months across the Shopify brands I run email for, and I still don't have a clear answer.

My current default is hybrid — some structure, a hero image or product shot, but mostly text doing the heavy lifting. Open the email on desktop and it looks like a real brand. Open it on mobile and it doesn't break. Deliverability doesn't tank. That's been the safe middle ground.

But "safe middle ground" isn't the same as best-performing.

What I think I'm seeing:

• Graphic-heavy emails feel more on-brand for some clients but consistently get clipped by Gmail and hit promo tab more aggressively
• Plain text flows (especially post-purchase and winback) punch above their weight in clicks and replies, people actually respond to them
• Hybrid is where most of my campaigns live but I'm not convinced it's the right call or just the path of least resistance

What I genuinely don't know:

• Whether graphic-heavy emails are underperforming because of the format itself or because most of them are just badly designed
• How much of plain text's edge in flows is the format vs the context (post-purchase, winback, the emails people actually want)
• Whether the right answer is format-by-email-type rather than one default across the board

If you've run a proper comparison on this, same list, same offer, different formats - I'd love to hear what you found. Especially curious if anyone's seen graphic-heavy work consistently well outside of pure brand awareness sends.

Been managing email for a Shopify brand for a while. Deliverability score has been sitting at 61% in Klaviyo for about 3 months now and I genuinely can't figure out what's holding it there.

Here's what's already been done:

• List suppressed down significantly - cut out unengaged profiles, cleaned bounces, removed anyone who hadn't opened in 6+ months
• SPF, DKIM, DMARC all set up and verified
• Send frequency pulled back - went from 4x a week to 2x, then to 1x for a stretch to see if it moved
• The domain is warmed, not new; I've been sending on it for over a year

None of it has shifted the score. Not meaningfully anyway. Still sitting in that 61% band like it's stuck.

What I'm trying to work out:

• Is Klaviyo's deliverability score even the right thing to be watching here, or is it a lagging indicator that just takes longer to recover than I'm expecting?
• For people who've pulled a score up from this range - how long did it actually take to see movement after suppression and frequency changes?
• Is there something upstream I'm missing - seed list testing, inbox placement tools, something at the DNS level beyond the standard three?
• Anyone who's been here: did the score eventually move on its own once you stopped touching things, or did it require something specific to unlock it?

Open rates and click rates on the engaged segment are fine. Revenue from email hasn't dropped. So functionally things seem okay - but 61% sitting there for 3 months feels like something is wrong that I haven't found yet.