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How Pure Cut Supplements Experiments

Email Flows to Increase Open Rates, Click Rates, and Revenue
Brett Friedman

The Company

Pure Cut Supplements specializes in workout supplements with transparent formulas and proper dosages. Founder, Nick Flint's goal is to educate people on various ingredients to make them smarter consumers when it comes to supplements, so even if they don’t buy from Pure Cut, they won’t get ripped off and pay for something that doesn’t work.

The Big Idea

The main goal of this experiment was to improve open rates. Improving these rates means a higher click rate, and eventually more revenue. In the big picture these improved open rates will increase customer engagement and lifetime value. It also shows the email service providers (ESP’s) like Google and Yahoo that Pure Cut is a reputable company, and people actually want to read what they are sending. This makes them more likely to put them into the “inbox” folder instead of the “promotions” tab.

The Questions

Specifically, some of the things Nick wanted to test were:

  1. Does the sender name matter for open rates?
  2. Does the subject line wording matter?
  3. Do emojis in the subject line make a difference?

The Hypotheses  

Nick wanted to know what percentage difference sender names, subject lines, and emojis would make rather than just that they did work. Nick and his team are also consumers of their own supplements, so they often take their customers' view to hypothesize. For example, they know emails like “open this to unlock your discount” or “flash sale” are another typical form of marketing, but the average consumer gets genuinely excited to get those.

The Experiment

Nick went into his various flows on Klaviyo and set up an A option and a B option for each email.

Abandoned cart email #1, variations A + B

  • Goal: Get them to complete their purchase
  • Variation A Subject Line: “Did you still want this?”
  • Variation B Subject Line: “What Makes Our Preworkout The Best”

Welcome email #3, variations A + B

  • Goal: Get them to follow our Instagram page @PureCutSupps
  • Variation A Subject Line: “Follow us on insta for weekly giveaways”
  • Variation B Subject Line: “Earn loyalty points for following us on IG”

Nick would adjust the elements of the email like the sender name, subject line, and content within the email.

For each email option, Nick would only test 1 different variable so he could narrow down what was actually affecting open/click rates.

The Results

The outcomes are continuously improving, but Pure Cuts' overall flow open rates went from 15-18% to 25-30%. And in some specific cases, like his returning customer thank you sequence, he's seeing open rates of 40%. But that’s since it’s a warm audience who is used to opening the emails.

The Implications

When Nick creates these different emails, he lets them run for about 2 weeks then checks the data. He'll delete the one with worse open rates, and create a new variation to “compete” against the winner. It’s an endless cycle of always trying to improve and outdo your best performing variants.

The data from the open rates on these flows also affects how he designs his campaign emails. He’ll use the data from the sender name, subject line, and copy in his flows, and apply it to the campaigns.

The Future

Nick will continue to tweak emails and try out new strategies. He really wants to dive deeper into direct mail marketing since that’s a relatively unexplored avenue for Pure Cut. Nick's used Post Pilot in the past to send direct mail to customers, but he's only done one campaign so far. He thinks there’s huge untapped potential there, and he’ll be using similar A/B tests on those postcards.

The Applications

You should always be testing out different options to see what gets you the best result. This can be applied to your paid advertising campaigns, organic social media posts, copy on your site, thank you cards in packages, etc.

Don’t just assume something is currently running optimally, Nick often surprises himself when he tries out something new.

The Team

The best way to find them is social media, Nick posts a lot of company updates and behind the scenes stuff. Follow along on IG, YouTube, and TikTok to see what he's up to and shoot him a message if you have any questions!

Nick's Personal Channels


Pure Cut Supplements Channels


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