Do you know what every email marketer’s nightmare is? Low open and click-through rates. The amount of time and effort you spent on crafting the perfect email campaign just doesn’t seem worth it for a handful of opens. So, should you resend emails to non-openers to boost your open and click-through rates?
You might think resending emails sounds redundant since your recipients already ignored your campaign the first time. However, according to stats, resending emails to non-openers can boost your campaign’s initial open rate by almost 9%. So, why not make a first impression – twice?
“An email without clarity is like an annoying mime: Just say what you want or get out the way!” – Jordie van Rijn
Customers receive emails on top of email every day. It’s quite easy for your email campaign to get lost in their inbox. Therefore, you need to remember that not everyone on your email list will read every single email you send them. However, by resending emails to non-openers, you will effectively pull ahead of the competition while also boosting your open and click-through rates as well as your ROI.
In this article, we’ll cover the following topics:
- Resending emails – insights
- Why should you even bother resending emails?
- Resending emails best practices
- How to resend emails to non-openers with EmailOut?
Ready to dive in?
Crafting a single email requires quite a lot of work. From conceptualising and copywriting through designing and testing to sending and monitoring, there’s no doubt that quality emails take time. But, when you witness your hard work generating poor results and low ROI then have someone like me suggest you should try it again it’s easy to get discouraged and think “why should I even bother?”
In the past, email marketers had to manually resend emails to non-openers to avoid bombarding – and annoying – recipients with the same content. However, today, you can automate the entire process with just a couple of clicks simply by choosing the right email marketing software.
Ready to find out whether you should or shouldn’t resend emails to non-openers?
Resending Emails: Definition and Insight
Resending emails or remailing (also referred to as follow up email marketing) is an email marketing strategy that allows marketers to resend emails to recipients who did not open a campaign the first time they received it (known as non-openers).
The goal of resending emails is to avoid your genius email campaign falling flat. Instead of despairing the low initial performance, you can go back to the drawing board and with a few tweaks improve your email campaign’s open and engagement rates.
Furthermore, recipients read emails on everything from the traditional desktop through smartphones and tablets to the smartwatch on their wrist. However, they don’t always take action. Thus, by resending emails you can place your email towards the top of the inbox, spark their interest and add some more “Oomph!” to your bottom line. Be careful and don’t overdo it though. You want recipients to engage, not be annoyed.
An important element to consider with resending emails is permissions. When a person agrees to be on your mailing list, they have given you their permission. However, how far does that permission go? Does it cover resending emails to the same subscribers when they didn’t open them in the first place? If recipients explicitly agreed to receive marketing emails then the answer is yes, you can resend your emails to them.
Ah, it’s important to remember that resending all of your email campaigns is unnecessary. One or two emails should do the trick.
Resending Emails: Should Or Shouldn’t You
Resending emails will give you a second chance at making a great first impression.
There are six reasons why you should implement resending emails in your email marketing strategy –
1) 8 out of 10 promotional emails never get opened because –
- recipients fail to notice your email in their inbox
- your campaign’s subject line doesn’t catch the recipient’s attention
- contacts who’ve opted-in haven’t opened, clicked or engaged (inactive subscribers) with your email campaigns in any way for a predetermined period of time (3, 6, 12 or more months)
If you have inactive subscribers on your email lists, try to re-engage them instead of saying “Goodbye!” However, if your recipients failed to notice your email or the subject line failed to lure them in, instead of giving up, give your email campaign another chance by resending it.
2) you get a second chance to engage your recipients and significantly improve your campaign’s performance
3) resending emails is extremely time-efficient since it takes only as much time as composing a new subject line
4) resending your most important email campaigns will not harm your email lists and sender’s reputation IF you follow best practice and keep your lists clean
5) you can schedule automated resends for soft bounces (i.e. temporary deliverability issues like full inbox)
6) the most significant benefit of resending emails is not only the increase in open and click-through rates but also the growth in sales
There is only one reason why you shouldn’t resend emails –
1) simply because stats and research says it’s the best way to improve results
Don’t get me wrong, learning from other’s experiences (both their success and failure) is beneficial in various ways. However, no two cases are the same. Thus, what worked for one business might not necessarily work for another. It’s all about testing, monitoring and improving. It’s a learning curve.
Overall, while resending emails can breathe new life into your campaigns and improve your email marketing KPIs, you ultimately need a bigger goal behind your second try. After all, what’s an open or a click-through worth if it does not lead to conversion be it a subscription or a purchase?
Resending Emails Best Practices
As an email marketer, you know how essential your email campaign’s content is for the success of your strategy. Thus, whenever you are resending emails do your best to follow these top five best practices –
1) Variety is the spice of life.
You can resend emails to non-openers just the way they are, however, why don’t you spice the email’s design a bit? Switch the colour palette. Add a fun image. Tweak the structure/layout. If you are about to have a second go, isn’t it better to ensure you’ve done everything possible to improve your chances? By spicing up the design of the resent emails, your recipients won’t get a weird deja vu when they finally open your email.
2) Work smarter, not harder. Use segmentation.
At first, you might feel slightly uncomfortable and unsure about sending the same email twice to the same recipients. However, it’s important to remember that non-openers never saw the campaign in the first place. Thus, they have no idea what’s in your email.
So, instead of making the mistake of bombarding the same recipients with the same content, make sure you’ve segmented your email list accordingly. This way, you will ensure the right people get the right message at the right time.
With EmailOut (the best Mailchimp alternative), creating segments is extremely easy. You can now target single email lists or behaviours such as non-openers and/or specific link clicks.
With EmailOut, segmenting your non-openers is remarkably easy – try it out.
3) Don’t disregard frequency. Get your timing right.
Despite non-openers well… not opening your email, they will still recognise the sender name in their inbox. Therefore, be careful when you resend emails. If you resend too quickly after the first email campaign, you risk the email ending in the spam folder or worse, people unsubscribing. There are numerous stats regarding the best sending times, however, they might not apply to you. Nevertheless, this is what my extensive research showed –
- the perfect days of the week to send emails are Tuesday and Thursday
- the optimal time of day for sending email campaigns is between 8 a.m. – 10 a.m.
However, the recommended time for resending emails is 48 hours after the first campaign was sent.
4) Subject line makeover.
If your subject line didn’t catch the recipient’s attention enough to result in an open, why would you use the same one when resending an email? Even if you make no other changes, make sure to update the subject line – every time. Take a look at your reporting. Were there any particular subject lines that grabbed the recipients’ attention and got a positive response?
5) Emphasise your call-to-action (CTA).
The call-to-action is the most important element of any email campaign, especially resent ones since your goal is to persuade the recipient to take action – convert. It’s not necessary to make major changes to your call-to-action. Small, impactful tweaks such as colour change or button size will do the trick. Just make sure the CTA placement is noticeable and the message engaging.
It’s essential to remember that you should not resend more than once. If your recipients have already ignored your email campaign twice, they are not interested and will not open further follow-up emails – move on.
How To Resend Emails To Non-Openers with EmailOut?
Resending emails to non-openers with EmailOut requires marketers to create a segment for non-openers which can be done in a few simple and easy steps.
Once you’ve created the segment, resending your emails is even easier. All you have to do is copy the campaign you initially sent (it’ll show up in Drafts), make the necessary changes (subject line, different imagery, tweaked CTAs, etc.), follow the steps and when you reach the final step, select the segment tab > choose your segment and then hit send (or schedule).
The best part about using EmailOut to resend your emails to non-openers is not only that it’s extremely easy to do it, but also it allows you to drive the message home – again – without having to create a shiny new campaign from scratch.
Resending emails to non-openers (or non-clickers) is a game-changer that will have a huge impact on your open, click-through and engagement rates as well as ROI.
Regardless of the situation, be it making a mistake in the email copy or recipients not acknowledging your email due to a poor subject line (non-openers), resending emails is the perfect way to rectify that and make a great first impression a second time. Make sure you are using best practice and you’ll witness a massive improvement in your email campaign’s performance.
With the right professional email marketing software on your side, resending emails will be quick and easy to implement. Thus, you have no excuse for not trying it out. After all, you can only gain from utilising this strategy.