Hi everyone,

we recently developed 2 email templates for the same product (a new mobile game coming soon).

After an AB test (50/50 split) using the same subject line and same pre-header, we found a 101% uplift in the open rate for one of them.

Template A: https://litmus.com/builder/0904fd8
Template B (101% uplift in open rate): https://litmus.com/builder/e8a1c80

As mentioned, we used the same subject and the same pre-header, even the same approach when coming to background images (for the clients which ask to download the images). I checked the data and both audiences contains more or less users with the same properties & the deliverability rate is the same for both of them.

Any clues on what I am missing, where is the explanation?