How One Email Test Increased Orders by 44%

Optimizing your email funnel isn’t about massive overhauls—it’s the little tweaks that turn one-time buyers into loyal repeat customers.

For one of my favorite clients, I tested a replenishment email aimed at reeling in past buyers before they drift off to the win-back abyss.

The result? Killer metrics and a solid reminder that iterative design testing is pure gold.

Test Overview & Objectives

The replenishment flow is that sweet spot between a thank-you and a desperate win-back. Nail a second purchase, and you're setting the stage for lifelong loyalty. So we fine-tuned an email—keeping our 15% off promise intact—with some subtle tweaks that pack a serious punch.

The Journey Begins

The Control

We kicked off with our baseline email:

• Design: Dark blue background with a prescription pad vibe that’s totally on-brand.

• Message: Clear 15% off offer with a straightforward “activate my offer” CTA.

Variant A: Color Inversion

Next up, we flipped the script—sometimes a simple tweak can deliver a big win.

• Change: Switched to a yellow background, a color that previously shined in earlier funnel stages.

• Result: Eye-catching? Sure. Performance boost? Not so much. Bummer city. 👎

Variant B: Design Enhancements

Next, we amped up the visuals.

• Additions: We brought in a human touch by adding a model in scrubs, revamped the text hierarchy for a punchier headline, and slapped on a red “Offer Valid: 48 Hours” tag.

• Emphasis: We cranked up the focus on the discount code right next to the “activate my offer” button.

Result: Despite the extra flair, Variant B still missed the mark. Cue the “It’s So Over” vibes—I was ready to flip tables and swear off Email CRO for good.

Variant C: The “It Is What It Is” Hail Mary Test

I figured, why not mash up the best bits from every version into the ultimate underdog comeback—think of it as the Samwise Gamgee of email designs.

• Back to Basics: Returned to our trusty dark blue background.

• Fresh Face: Swapped the old model in green scrubs for one in pink, giving it a fresher vibe.

• Button Boost: Updated the CTA to “Get 15% Off Now” and cranked up the contrast to grab attention.

The result…?

WE WIN!

How about we let the winning stats from Variant C take a victory lap?

• Placed Order Rate: Up by 44%

• Revenue per Recipient: Increased by 20%

• Overall Revenue: Boosted by 15%—even though the average order value (AOV) dropped slightly.

Booyah City! WE ARE SO BACK.

Lessons Learned & Next Steps

The journey from our control email to the winning variant proved that iterative testing is where the magic happens. Here’s what we learned:

• Test Incrementally: Make one change at a time—whether it's the color, imagery, or CTA—to pinpoint what truly makes a difference.

• Leverage Design to Build Trust: Small tweaks in design can create a clearer visual hierarchy and drive customers to act.

• Value Repeat Purchases: Converting a first-time buyer into a repeat customer is the cornerstone of long-term success. Focus on the moments when they're most ready to buy again.

Remember, as my good buddy Bob Ross used to say…