Email Campaign Messaging

Let’s say you’re a marketing analyst at Eventbrite, a platform for discovering and hosting local events. We just ran two email campaigns to the same audience:

• Campaign A’s subject line was “Get 20% Off Your Next Event Ticket—This Weekend Only!”
• Campaign B’s was “Don’t Miss These Exciting Events Near You.”

Both emails had similar layouts but different messaging, and both went out on a Tuesday morning. Campaign A saw a 12% conversion rate, while Campaign B only reached 5%.

How would you analyze the difference in performance between these two campaigns, focusing on the impact of messaging and marketing strategy?