Email Marketing: Should I Resend to People Who Didn’t Open?

When we send out an email campaign, we expect it to be read and opened. There are a lot of ways to get a message into someone’s inbox, and some of those messages won’t be opened. There are things that people won’t see in the first place, so don’t assume your message is being received by the recipient. Some will unsubscribe, some won’t read it, some won’t open it, etc.

Should you resend email campaigns to people who don’t open?

Yes, you should resend email campaigns people who didn’t open.

Let’s face it – the majority of people do not read every email they receive, even if they open it and pay attention to it. So, if you want to be sure that your email has an impact on the customer, you need to follow up with them.

I receive at least hundreds of emails a day. A lot of them are automated and are used to help run my business, but the majority are actual messages that I receive. They come from friends, family, colleagues, and acquaintances. Some of them I respond to right away and others go into my unimportant pile where they collect dust for days on end.

Whether the emails are from a person or automated, I always appreciate a follow-up. Even just for the reminder – or I may have just missed the original email.

Now, it’s important to note here that you generally don’t want to send the EXACT campaigns out again. You’ll want to create a segment of people who didn’t open and send them something else.

When sending the second email, you have a few options to keep your email in line with the original messaging. The first option is to use the same subject line. The downside to this approach is you’re sending a message that already exists in the recipient’s inbox. A better option is to use the exact same text, but change the tone and style.

Another option is to use the same template, but change the headline. This has the benefit of being an easier sell, since you’re taking advantage of the fact that the recipient has already seen the message before.

And lastly, you can also simply send a follow-up email, which is a great way to keep the relationship going.

The reason this is important to think about when you’re planning out a campaign is that you want your email to stand out and be memorable, so don’t feel compelled to keep rehashing the same message over and over again.

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Why you shouldn’t resend email campaigns

Don’t resend an email campaign that failed. Often, when a company sends a campaign and it doesn’t perform up to the organization’s expectations, instead of taking time to figure out why, the business decides to just resend the email. Thinking that when they send it again, the campaign may perform better.

It won’t. Every time the business sends the same email to the same audience, the email gets diluted and loses its effectiveness. And a higher likelihood of being marked as spam

If you find yourself sending out email campaigns again and again? If so, it might be time to take a step back and evaluate what’s working and what’s not.

If you find yourself continually running a campaign that doesn’t deliver the results you’d hoped for, there could be a few reasons why. Let’s take a look at some of the most common causes of poor email marketing performance.

First, let’s start by looking at the basic elements of any email campaign. Your subject line should be descriptive. Think about the main purpose of the email. Does it need to inform people about something specific? Or is it supposed to generate interest? If your subject line is too broad or vague, it may not be interpreted correctly. For example, a subject line like “Happy New Year” isn’t going to drive clicks to your site. Instead, it is a very broad, generic message that leaves the recipient unsure as to what the email is about.

How to create an effective follow-up campaign

Your follow-up campaign is likely based on the content and value you provide in the initial email. In many cases, people have already been sold or provided with some type of value in your initial email. This means they’re more likely to take the next step and purchase from you.

A follow-up campaign can be used to reinforce the key benefits of your brand, and to thank people for their interest. You may also want to create a sense of urgency by letting them know when they have less than 24 hours to purchase.

If you’re ready to try out some of these techniques, here are a few simple examples of how to craft a successful follow-up email:

1. Highlight Value

Don’t assume that your audience remembers all the details about your initial offer. Make sure to emphasize the benefits they receive in exchange for their money.

For example, instead of saying “Get up to $500 off our 10% off special,” say something like, “Save $25 off your order of $50 or more.”

2. Provide Reassurance

People are often wary of making big purchases online. Let them know that your website is secure and that they can expect a pleasant experience.

3. Address Questions

If your potential customers have questions about your service or product, you should answer them.

4. Reward Loyalty

Make it easy for your audience to prove that they’re a loyal customer. Give them an incentive to do so, such as by offering a discount for multiple purchases.

5. Show Your Appreciation

Whether you send a handwritten card or make a quick call, let your audience know you’re thinking about them.

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Author:
I've been making websites since I was a kid and now have over 20 years of experience building them for myself and my agency. I noticed patterns of problems that all business owners experience with their websites. Problems that most business owners don’t even know matter, let alone how to address. I built Pagemend to help people stay on top of their websites.

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