Have you ever sent an email thinking, “This one is going to crush it!”—only to check your stats and realize… crickets?

Or maybe the last-minute email you threw together somehow turned out to be your highest-performing campaign of the month. Like, how?!

It’s not magic—it’s data.

Today, I’m breaking down real A/B test results from my client Jenn’s business, Entry Envy, where we tested over 100 email subject lines to discover what truly works.

Plus, I’ll show you how to track your own email performance so you can start optimizing your emails and making more sales.

🎥 Watch This Before You Send Another Email!

Why A/B Testing is a Game-Changer for Your Email Marketing

Most e-commerce store owners send emails but never test what actually works.

A/B testing isn’t just a fancy marketing trick—it’s a way to get inside your customer’s head and understand what makes them click, buy, and engage.

And the best part? It doesn’t have to be complicated.

Sometimes, one small tweak—just a subject line—can completely change your results.

Let’s break it down.

A/B Test #1: Clarity vs. Curiosity

For this test, we wanted to see if a direct subject line would perform better than one that sparked curiosity.

Email Type: Freebie Offer

Goal: Get more people to open the email

The Subject Lines We Tested

• Option A (Direct & Clear): “Claim Your Free Exclusive Decor Kit Now!” (85.57% Open Rate)
• Option B (Curiosity-Driven): “👉 We’ve Got a Free Gift for You” (88.03% Open Rate)

What We Learned

The curiosity-driven subject line actually won.

Why? It felt more personal, friendly, and sparked curiosity. Readers wondered, “What’s the free gift?”—so they opened the email.

Lesson Learned: You don’t always have to be super direct. Sometimes, a little mystery can boost both open and click rates.

A/B Test #2: Urgency vs. No Urgency

For this test, we wanted to see if urgency in the subject line would drive more action.

Email Type: Personalized Holiday Décor Offer

Goal: Get more people to buy before the holiday rush

The Subject Lines We Tested

• Option A (Neutral): “👉 We’ve Got What You Need for the Perfect Entry…” (80.18% Open Rate | 5.34% Click Rate)
• Option B (Urgency-Driven): “🏡 Act Now: Personalize Before the Holidays” (82.25% Open Rate | 6.83% Click Rate)

What We Learned

Urgency wins. Not only did the second email get slightly more opens, but it had a significantly higher click rate.

Why? When something feels time-sensitive, people don’t want to miss out. Seeing “Act Now” triggers that “Oh shoot, do I need to buy this before it’s too late?” moment.

Lesson Learned: If you’re selling a seasonal product or running a limited-time offer, a little urgency in your subject line can push customers to take action.

A/B Test #3: Overcoming Subscription Hesitations

People love the idea of Entry Envy’s monthly decor kits—but they’re hesitant to commit because they don’t want to feel locked in.

Email Type: Subscription Offer

Goal: Reduce hesitation & increase clicks

The Subject Lines We Tested

• Option A (Vague): “No Strings Attached!” (80.16% Open Rate)
• Option B (Clear & Reassuring): “👉 Flexible Entry Envy Subscription Options!” (85.06% Open Rate)

What We Learned

The “Flexible Subscription Options” subject line got way more opens.

Why? Because “No Strings Attached” is vague—it could mean anything. But “Flexible Subscription Options” directly addresses the concern by saying, “Hey, we know you’re worried about commitment—so here are your options!”

Lesson Learned: When customers have hesitations, address them head-on in your subject line. Clarity beats cleverness.

How to Track & Improve Your Own A/B Tests

Now, if you’re thinking, “Cool, but how do I keep track of all this?”—this is exactly why I use my E-Commerce Email Planner.

• Every week, I log my email results—open rates, click rates, and what’s working vs. what’s flopping.
• Every month, I analyze patterns—what’s winning? What should I stop doing?
• Every quarter, I adjust my strategy based on what my audience is responding to.

It’s like having a roadmap for your email marketing—instead of just sending and hoping, I’m sending and improving.

And if you don’t have a system like this yet—you need one.

Ready to Write Subject Lines That Actually Get Opened?

Stop guessing and start optimizing! Download my free guide with 50+ high-converting subject lines → Get It Here

Want to track your email performance like a pro? Grab my E-Commerce Email Planner → Get It Here

Final Thoughts: Start Testing, Stop Guessing

Not every email is going to be a hit—but when you track, test, and optimize, you’ll start seeing real improvements in your email revenue.

Sometimes, small tweaks—like an emoji or a slight wording change—can make a huge difference.

A/B testing takes the guesswork out of email marketing—and the best part? You can start today.

Let me know in the comments: Which A/B test result surprised you the most?

And if you found this helpful, share it with a fellow e-commerce owner who wants better email results.

Happy emailing!