For a dental DTC brand, the standing welcome offer was 45% off. On-site, Alia popups had already converted better when that savings was framed as up to $73 off instead of a percentage. Welcome email #1 was the natural next test: same discount, same margin — does the framing still matter once someone's on the list?
We ran a 50/50 split in Klaviyo on welcome flow email #1. Same sender, preview text, and checkout path — only the subject line and body copy changed. One variant led with 45% off, the other with up to $73 off. The winner was picked manually after checkout-started revenue cleared.
| Metric | Up to $73 off | 45% off | Lift |
|---|---|---|---|
| Deliveries | 787 | 686 | — |
| Open rate | 51.97% | 49.13% | +6% |
| Click rate | 5.34% | 3.64% | +47% |
| Placed order rate | 4.70% | 3.06% | +54% |
| Checkout-started revenue | $4,585 | $2,496 | +84% |
| Revenue per recipient | $5.83 | $3.64 | +60% |
Projected incremental lift
This email averages about 1,500 deliveries per month. At that volume, the winning frame adds roughly $3,281/month in checkout-started revenue over the percent-off positioning — about $39,370/year if performance holds — with no change to discount depth or margin.
The dollar-off variant won across the board: clicks up 47%, placed orders up 54%, revenue per recipient up 60% on checkout-started attribution. The discount never got deeper — more people simply converted on the same deal.
The takeaway: test the copy before you touch the offer. When the discount is held constant, you're measuring framing — not buying lift with margin.
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