⚖️ Which Wins in Email Copywriting: Curiosity or Clarity?

Hey, it’s Ray.

Let’s settle something that keeps coming up in every copy critique, A/B test, and Slack thread:

Should your emails lean into curiosity?

Or…

Should you just be clear?

Spoiler: The best answer isn’t either/or.

It’s knowing when each one wins.

Let’s break it down.

Fuel Growth with Curiosity: Here’s Why It Works

Curiosity works because it opens loops.

It makes people stop scrolling. Click. Investigate.

You’re not giving them the answer, you’re making them want it.

Like:

• “You won’t believe what happened after Day 3...”

• “This mistake cost us $14,239 last month…”

• “Why 72% of brands fail with their welcome email (and how you can fix it)”

It’s magnetic. 

Especially in subject lines and preview text.

But here's the danger: Curiosity without clarity leads to bounce.

People might open your email, but if they’re confused about what’s inside or what you want them to do?

You lose them.

Confused Customers Don’t Buy: The Case for Clarity

Clarity is what makes your emails convert.

It tells people exactly:

• What you’re offering

• Why they should care

• What to do next

Examples:

• “Save 20% on your next order, today only”

• “Here’s your updated delivery schedule”

• “Get the skincare bundle that 1,947 customers just rated 5 stars”

No guesswork.

No friction.

Just value, delivered clean.

But play it too safe, and it gets boring. 

Predictable. 

Easy to ignore.

The Sweet Spot: Specific Curiosity 🔍

The best-performing emails we send?

They combine specificity with curiosity.

Here’s what that looks like in real subject lines we’ve tested:

This is how you win both opens and clicks.

It’s not clickbait.

It’s earned interest, backed by relevance.

Here’s What to Ask Before You Hit Send:

If you're writing your next subject line or headline, ask:

✅ Will this make them curious enough to open?
✅ Once they open, will they instantly understand what’s in it for them?
✅ Does the copy match the promise of the subject line?

If you said “no” to any of the above, keep editing.

Because great email copy isn’t just clever.

It’s strategic.

What We’ve Seen Work (Real Numbers)

Here’s a quick breakdown from a campaign we ran for a luxury accessories brand:

Subject A: “We launched something new 👀”

→ Open rate: 35.7%
→ Click rate: 1.9%

Subject B: “New Drop: Limited Edition Midnight Leather Tote”

→ Open rate: 28.4%
→ Click rate: 4.6%

👉 Curiosity won opens.
👉 Clarity won clicks and revenue.

So what did we do next?

We merged both.

➡️ Final Winner: “Just Dropped: Our Limited Midnight Leather (Only 83 Made)”

Open Rate: 32.1%

Click Rate: 5.2%

Moral of the story?

Curiosity makes them pause.

Clarity makes them act.

Use both.

What’s Your Next Step?

Most brands guess their way through subject lines and copy, hoping something sticks.

But you’re here because you know strategy beats guesswork, especially when it comes to writing emails that drive both opens and revenue.

Even small shifts in how you write your subject lines, headlines, or CTAs can lead to major wins.

And if you're ready for copy that gets clicked, not just opened. 

I’m here to help.

Let’s write something worth opening.

Cheers,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Watch My YouTube Tutorial: Create a High-Converting Welcome Sequence in 2025
Ready to turn new subscribers into loyal customers?

In this video, I’ll show you how to build a high-converting welcome sequence that boosts engagement and email deliverability. Using Klaviyo, I’ll guide you step-by-step on optimizing your flows for success. Plus, I’ll share key tips for Shopify brands to drive more sales with email! 👉 Watch it here: 

📝 How I Write Emails That Match the Funnel

Too many brands send the same email to everyone, and it kills conversions.

I wrote a quick guide on how I tailor content for each stage of the email funnel, from welcome flows to loyalty campaigns. Want to see how I do it?

👉 Read it here: Optimizing Email Content for Every Stage of Your Email Marketing Funnel

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.