Hey there, 

Last month we broke down three pop-up tests. 

Qure. Ruff Rover. Kiyoko.

The replies came in fast. Everyone wanted the same thing: what do you test across email and SMS, and where do you start?

So we put it all in one place.

31 test ideas pulled from 1,600+ tests across 500+ brands. Organized by the metric they move. Ranked in the order you should run them. Each one comes with the hypothesis, where to run it, and what we've actually seen across our client accounts.

It's yours. It’s not gated.

Here's a taste of what's inside.

🎯 Fix the top before you touch the bottom

There is no point optimizing content nobody opens. Open rate first. Click rate second. Placed order rate third.

From 1,600+ tests, here's what actually moves open rates:

• Afternoon beats morning

5-7PM consistently outperforms 9-10AM. Working adults check personal email at the end of the day, not the start.

• Real review quotes beat brand-written headlines

"This stuff works unlike anything I've EVER used! ⭐" beat "How awesome do you want to look?" Verbatim social proof cuts through.

• Statements beat questions

Questions feel like effort. Statements deliver.

• Specific amounts beat urgency alone

"Last chance for up to 60% OFF + FREE gifts" beat "Sale ends today." Specificity signals value before the open.

🖱️ Once they're opening, make them click

The fastest click rate fix we've found: add a real customer review block in the middle of the email. Not the footer. The middle.

33.1% average click rate increase across three separate tests. The brands not running this are leaving clicks on the table every single send.

One more: text-based emails beat rich HTML 3.5x for sale campaigns. Image-heavy won for social content. Format is a strategic call, not a style preference.

📦 Two things to take away from this email

1. The A/B Test Tracker + Idea Bank

This isn't just a place to log tests. It's 31 ready-to-run test ideas from our actual client work, with the hypothesis already written, the metric to track already named, and the likely winner already noted where we've seen a consistent pattern. 

Open it, pick one, and run it in the next two weeks.

2. Last month's pop-up deep dive

The Qure, Ruff Rover, and Kiyoko breakdowns with the full psychology behind each test, what won, and why the obvious answer lost.

Read it here

If you want to know which tests to run first in your specific account, reply and tell me your top three flows. Happy to look at what you're working with.

Cheers,

Josh

P.S. Which of these feels like your biggest bottleneck right now: open rates, click rates, or pop-ups? Hit reply.