Facts used
Copperleaf Tea, send date 2026-11-05, segment 'Bought Earl Grey, no order in 90 days'. Avoid: 'cozy', emoji. - F1: "launch of Smoked Earl Grey, a new blend with lapsang souchong and bergamot" - F2: "50 g tin $14" - F3: "15% off the new blend with code SMOKY15" - F4: "ends 2026-11-09 at midnight ET" - F5: "Free shipping on orders over $40 (always on)" - F6: "brewing tip, 95 C water for 3 minutes" - F7: segment 'Bought Earl Grey, no order in 90 days'
Pairs
| Pair | Angle | Subject | Preview text | Facts |
|---|---|---|---|---|
| 1 | Offer | 15% off our new Smoked Earl Grey | Code SMOKY15 works until Nov 9 at midnight ET. | F1, F3, F4 |
| 2 | Personal to segment | You bought Earl Grey. Meet the smoky one | Lapsang souchong and bergamot in a 50 g tin. | F7, F1, F2 |
| 3 | Curiosity grounded in a fact | What lapsang does to Earl Grey | Smoked Earl Grey is our new blend. 15% off with SMOKY15. | F1, F3 |
| 4 | News | New blend: Smoked Earl Grey | Brew at 95 C for 3 minutes. Code SMOKY15 takes 15% off. | F1, F6, F3 |
| 5 | Benefit and price | Smoked Earl Grey, $14 a tin | 15% off with SMOKY15 to Nov 9. Free shipping over $40. | F1, F2, F3, F4, F5 |
| 6 | Deadline | Your 15% off the smoky blend ends Nov 9 | Code SMOKY15, midnight ET. Lapsang souchong meets bergamot. | F3, F4, F1 |
Pairs: 6, counted by script, matching pair_count 6. Every subject uses at least one fact. No emoji, no 'cozy', no ALL CAPS words other than the code SMOKY15 and the time zone ET as given. 'Free' appears only in preview 5, because free shipping over $40 is a stated, always on offer.
Counts
Subject guide (Mailchimp): no more than 9 words, 60 characters and 3 punctuation marks. Characters include spaces. Punctuation marks counted: . , ! ? ; : ' " ( ) and hyphen; % and $ count as symbols. Preview guide (ours): key point in the first 40 characters, whole line under 90 characters including spaces; visible preview length varies by client and settings. Overlap check: a preview fails if it repeats any run of 3 or more consecutive words from its own subject. All counts computed by script.
| Pair | Subject words | Subject characters | Subject punctuation | Preview characters | Repeats a 3 word run from its subject | Pass |
|---|---|---|---|---|---|---|
| 1 | 7 | 32 | 0 | 46 | no | yes |
| 2 | 8 | 40 | 1 | 44 | no | yes |
| 3 | 6 | 30 | 0 | 56 | no | yes |
| 4 | 5 | 27 | 1 | 55 | no | yes |
| 5 | 6 | 27 | 1 | 54 | no | yes |
| 6 | 9 | 39 | 0 | 59 | no | yes |
Each preview adds a fact its subject does not use: pair 1 adds F4, pair 2 adds F2, pair 3 adds F3, pair 4 adds F6 and F3, pair 5 adds F3, F4 and F5, pair 6 adds F1.
Test plan
- Arms: subject 2 (personal to segment) against subject 5 (benefit and price), the two most different angles.
- Method: subject only. Both arms use preview 5 ("15% off with SMOKY15 to Nov 9. Free shipping over $40."), so only the subject differs.
- Metric: clicks, or placed orders with code SMOKY15. Opens are inflated by machine opens, so they do not pick the winner.
- Size: test_size was not given, so the plan stays general: choose a split in your ESP that leaves enough of the segment for the winning send before the offer ends on Nov 9.
Needs your decision
- Approve the pairs and the test before anything is scheduled or sent in the ESP.