What happened
The new three-email sequence for first-time buyers, built around a brew guide for the coffee they bought, started on Saturday. Half of the first 1,120 customers get it and half the old sequence. Open rates are 61 percent against 47 percent for the old one.
Opens are not the goal. What matters is how many order a second bag, and so far only 21 customers have: 12 from the new sequence and 9 from the old.
What I'm doing
Nothing yet. With this few orders, any difference I saw now could be chance. I'll call it once, on day 14, and not before.
What I plan next
- Hold the test until day 14.
- Write to 1,860 customers whose first bag has likely run out, if you approve.