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If you’ve ever sent an email that looked perfect but still didn’t perform as well as you wanted, then you’ll relate to this.
A few months ago, I was reviewing a client’s Klaviyo campaigns. The content was excellent. Design was clean. Offers were great. But people just… weren’t clicking.
We tested new subject lines.
We adjusted send times.
We even refreshed the design.
Still no change.
Then, on a random Tuesday, I tried something small, so small it felt almost stupid.
I added one line of copy above the email header:
“You’re seeing this because you’re part of our insider list.”'
That’s it.
The click rate of the next campaign increased from 3.4% to almost 6.8%.
Why? Because that one line changed the relationship between brand and reader.
It’s the same reason we lean in when we hear “by invitation only.” It turns a regular email into a moment of access.
If you want to test this yourself, try one of these intros in your next Klaviyo email campaign:
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“You’re reading this before it goes public.”
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“Only our subscribers get this early access.”
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“Because you’ve been here a while, you get first pick.”
Simple. Personal. Human.
If you’d like me to audit your Klaviyo email campaigns, schedule a FREE call with me.
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