These three formats consistently outperform the account average across revenue, engagement, and conversions. Use these as your default starting point for every campaign brief.
| Format | Avg Open Rate | Avg Click Rate | Avg CTOR | Avg Conv Rate | Avg Rev / Recip | Avg Unsub Rate | Best Use Case |
|---|---|---|---|---|---|---|---|
| Format 1 · Sensory Hook | 46.8% | 0.30% | 0.61% | 0.13% | RM0.158 | 0.23% | Body care, skincare, cleansers, deo |
| Format 2 · Myth Buster | 48.4% | 0.38% | 0.74% | 0.14% | RM0.137 | 0.24% | Face oil, deo spray, anything with hesitation |
| Format 3 · Announcement | 46.1% | 0.43% | 0.92% | 0.11% | RM0.126 | 0.24% | New launches, restocks, events |
| Account Average | 47.2% | 0.28% | 0.57% | 0.10% | RM0.106 | 0.23% | — |
| Weakest Formats | 44.5% | 0.19% | 0.42% | 0.07% | RM0.066 | 0.25% | Skin-concern only, single-ingredient focus |
Lead with the physical experience of the product — texture, sensation, smell, softness. The subscriber should feel the product before they see the price. Best for any product where the feel is part of the appeal.
Most personal care brands compete on ingredients. HYGR's edge is texture and sensory payoff. Campaigns that lead with "mochi softness" or "thick, creamy, and soft all day" outperform those that lead with ingredients or concerns because they give subscribers a reason to desire the product before they need it. Sensory language bypasses rational hesitation and triggers aspiration.
Start by naming the exact fear or doubt your subscriber has about the product — then flip it. This format is the highest converter of the three because it talks to people who are almost convinced but not quite there yet.
The Myth Buster is the highest-converting format by conversion rate (0.14% avg vs 0.10% account avg), even though its click rate isn't always the highest. The reason: it reaches people who already want the product but haven't bought because of a specific hesitation. By addressing that hesitation in the subject line ("Still Scared of Facial Oils?", "Why buy two products when…?"), HYGR earns trust and removes the barrier to purchase. Most valuable for products with well-known hesitations — oily feeling, skin reactions, dual-use scepticism.
New product, restock, or real-world event. The "first to know" feeling drives HYGR's highest click-through rates. The key is to give subscribers something to act on immediately — not just browse.
The Announcement format gets HYGR's highest CTORs because it gives people a reason to act right now. New launches average 0.92% CTOR vs 0.57% account average. The community event (DahHalal RSVP) hit RM0.228 revenue per recipient — the single best campaign of the 90-day period. Even restocks perform above average because "it's back" implies it might go again. The critical rule: the email must have a single, time-sensitive action. The moment there are two options, urgency dilutes.
Two patterns reliably fall below HYGR's account average. Knowing what to avoid is as important as knowing what works.
Use this guide when starting a new campaign brief to pick the right format for the product and context.
New launch, back-in-stock, early bird access, or a community event.
A fear, misconception, or "not for me" belief that's stopping purchase. E.g. "face oil will make my skin oily", "2-in-1 sounds gimmicky".
Body care, cleansers, deodorants, anything where the physical experience is part of the value. (Most HYGR products qualify.)
Targeting a specific concern like oily skin, sensitive skin, or hair care.
Standard "mid-week" newsletter or routine product send.
Occasion-tied campaigns can borrow from both Format 2 (bust the "I can skip SPF" belief) or Format 3 (exclusive sale announcement).
Use these as your internal pass/fail thresholds when reviewing campaign results. These are based on HYGR's own 90-day data — not industry averages.
| Metric | Account Avg | Format 1 Benchmark | Format 2 Benchmark | Format 3 Benchmark | Flag if Below |
|---|---|---|---|---|---|
| Open Rate | 47.2% | 46.8% | 48.4% | 46.1% | 40% |
| Click Rate | 0.28% | 0.30% | 0.38% | 0.43% | 0.18% |
| Click-to-Open Rate | 0.57% | 0.61% | 0.74% | 0.92% | 0.40% |
| Conversion Rate | 0.10% | 0.13% | 0.14% | 0.11% | 0.07% |
| Revenue per Recipient | RM0.106 | RM0.158 | RM0.137 | RM0.126 | RM0.070 |
| Unsubscribe Rate | 0.23% | 0.23% | 0.24% | 0.24% | 0.35%+ |
| Bounce Rate | 0.55% | — | — | — | 2.0%+ |
| Spam Complaint Rate | 0.008% | — | — | — | 0.08%+ |
Every full-list email campaign sent Mar–Jun 2026, sorted by per-send efficiency. Use this to spot patterns over time.
| # | Campaign | Date | Format Tag | Recipients | Open% | Click% | CTOR% | Conv% | Unsub% | RPR (RM) | Revenue (RM) |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | DahHalal Event RSVP | 31 Mar | Announcement | 37,696 | 50.2% | 0.69% | 1.37% | 0.19% | 0.26% | 0.228 | 8,526 |
| 2 | Mochi Softness | 28 Apr | Sensory Hook | 40,437 | 46.2% | 0.24% | 0.52% | 0.154% | 0.24% | 0.165 | 6,654 |
| 3 | Face Oil Feature | 14 Mar | Myth Buster | 35,226 | 51.0% | 0.21% | 0.41% | 0.197% | 0.26% | 0.164 | 5,735 |
| 4 | Test: Deo Spray | 28 May | Myth Buster | 43,357 | 41.3% | 0.45% | 1.09% | 0.135% | 0.20% | 0.150 | 6,454 |
| 5 | Tinted BFF | 11 May | Sensory Hook | 41,811 | 45.0% | 0.23% | 0.50% | 0.125% | 0.26% | 0.146 | 6,078 |
| 6 | Beet Scrub | 15 May | Sensory Hook | 41,678 | 44.3% | 0.18% | 0.41% | 0.113% | 0.20% | 0.127 | 5,256 |
| 7 | Beet Scrub (Rev attr.) | 15 May | Myth Buster | 41,678 | 44.3% | 0.18% | 0.41% | 0.113% | 0.20% | 0.127 | 5,256 |
| 7 | SPF Before Raya | 17 Mar | Announcement | 35,936 | 49.6% | 0.18% | 0.37% | 0.106% | 0.21% | 0.116 | 4,136 |
| 8 | New Launch: Tinted Sunscreen | 5 Apr | Announcement | 38,375 | 49.3% | 0.58% | 1.19% | 0.113% | 0.27% | 0.118 | 4,501 |
| 9 | Sensitive Skin Deo | 20 May | Weak: Skin Concern | 43,061 | 43.4% | 0.14% | 0.32% | 0.100% | 0.25% | 0.112 | 4,794 |
| 10 | 3 in 1 Champion | 20 Mar | Myth Buster | 35,826 | 49.6% | 0.23% | 0.46% | 0.138% | 0.25% | 0.111 | 3,939 |
| 11 | Lip Screen Launch | 6 May | Announcement | 41,847 | 45.5% | 0.35% | 0.77% | 0.108% | 0.26% | 0.108 | 4,501 |
| 12 | Skincare Power Body Butter | 10 Mar | Sensory Hook | 35,185 | 51.7% | 0.41% | 0.79% | 0.100% | 0.25% | 0.096 | 3,366 |
| 13 | Matte New Launch | 26 Mar | Announcement | 37,024 | 49.8% | 0.39% | 0.79% | 0.098% | 0.22% | 0.092 | 3,385 |
| 14 | Great Skin & SPF | 11 Apr | Benefit-Led | 39,040 | 47.0% | 0.25% | 0.53% | 0.106% | 0.26% | 0.109 | 4,230 |
| 15 | On The Go Deo | 21 Apr | Weak: Lifestyle Vague | 40,180 | 46.5% | 0.24% | 0.53% | 0.103% | 0.26% | 0.090 | 3,594 |
| 16 | Deo Partner | 29 Mar | Myth Buster | 37,467 | 50.0% | 0.33% | 0.66% | 0.086% | 0.35% | 0.089 | 3,310 |
| 17 | A Better Shower Experience | 25 Apr | Weak: Lifestyle Vague | 40,448 | 46.0% | 0.23% | 0.49% | 0.087% | 0.23% | 0.084 | 3,366 |
| 18 | Lipbalm vs Lipstick | 3 May | Myth Buster | 41,056 | 45.6% | 0.17% | 0.38% | 0.100% | 0.25% | 0.106 | 4,318 |
| 19 | Back In Stock Sunscreen | 18 Apr | Announcement | 39,793 | 46.9% | 0.26% | 0.55% | 0.073% | 0.26% | 0.082 | 3,241 |
| 20 | Gentle Doesn't Mean Weak | 8 Mar | Myth Buster | 34,277 | 52.2% | 0.34% | 0.66% | 0.085% | 0.23% | 0.074 | 2,527 |
| 21 | Hyaluronic Lips | 8 Apr | Benefit-Led | 38,789 | 47.6% | 0.24% | 0.51% | 0.078% | 0.23% | 0.071 | 2,752 |
| 22 | Hair Oiling | 16 Apr | Weak: Skin Concern | 39,738 | 46.7% | 0.22% | 0.48% | 0.063% | 0.16% | 0.067 | 2,649 |
| 23 | Mythbusting Deodorants | 5 Mar | Myth Buster | 34,368 | 51.7% | 0.24% | 0.46% | 0.079% | 0.24% | 0.067 | 2,308 |
| 24 | Test: Roll On | 25 May | Announcement | 43,458 | 42.5% | 0.36% | 0.85% | 0.109% | 0.16% | 0.102 | 4,386 |
| — | Oily Skin Saviour | 5 May | Weak: Skin Concern | 41,603 | 40.4% | 0.16% | 0.40% | 0.029% | 0.17% | 0.036 | 1,496 |
* "4 April | Event Reminder" excluded (128 recipients — internal event list, not representative of full-list sends). "3 June | Earth Series Early Bird" excluded (same-day partial data).