CONFIRMED: One delay change beat a whole new email design.

CONFIRMED: One delay change beat a whole new email design.
An ecom team A/B tested their Klaviyo abandoned-cart flow for months on copy and creative, per a teardown they published. Flat results. Then they touched one variable: the first email's send delay.
Moving the trigger from 1 hour to 25 minutes lifted flow revenue 18%, and pushing the second email to +20 hours (catching the next lunch break) added another 9%.
— Same emails, same discount
— Only the timing moved
The takeaway circulating: in cart flows, latency is the creative.
Watch this.