The power of resending email campaigns to non-openers

Email marketing can be a powerful marketing tool but only if the emails are opened.

It can be frustrating to spend ages crafting a wonderful email and then look back at your stats and see low open rates.

That is where the power of resending email campaigns to non-openers comes in and I’ll be sharing why and how you can take advantage of this simple email marketing tactic.

 

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Before I delve into how you can use this tactic in your own business I want to share why I love this resend email marketing tactic so much.

I predominately work with solopreneurs and small business owners. For these clients time is precious and I always focus on ensuring clients are using marketing tactics that are making the most of their precious time and money. As a business owner, you should always be aware on the return on investment of your marketing activity and resending emails to non-openers is a great way to maximise your return on investment (especially in terms of time-investment).

Creating a good email campaign takes time. You’ll have chosen a topic or theme, decided on the subject line, written the copy, maybe sourced images, built and tested the email. That all takes time and resending an email gives you a second chance of the email being opened and the desired action being taken by the reader.

Resending an email is a great way to maximise the impact of that work. Depending on the option you go for (I share 3 different options below) you might make some amends to the subject line and body of the email. However, compared to making the first email the resend will only require a little bit more work.

 

Hopefully, by now, you can see the benefits of resending an email campaign to non-openers. Below I’m sharing 4 options you have when it comes to resending.

 

OPTION 1: A SIMPLE RESEND

The easiest way to use this resend marketing tactic is to simply send out the same email with the same subject lines a few days after the original email. This is the easiest option and I have seen companies use it. However, this isn’t the option I would recommend. With just a bit more effort you can increase your chances of your email being opened and also learn something at the same time.

 

OPTION 2: CHANGE THE SUBJECT LINE

As a minimum, I would recommend that when you are resending your email you change the subject line. Firstly, when you change your subject line it means that if someone still has your original email in their inbox then on first glance in their inbox it won’t look like you are spamming them with the same email. Secondly, by changing your subject line it gives you a chance to also see what people respond to. For example, maybe for the first send, the subject line is a question and then for the second send, you use a statement. If you do this multiple times you might be able to see, which one performs better. Strictly this isn’t a fair A/B test because the second email is sent to an audience that have always shown that they aren’t eager to consume everything from you. However, I still think it will provide you with some insight.

 

OPTION 3: CHANGE THE INTRO OF THE EMAIL

If you want to go a step further to just changing the subject line you can also change the intro of the email. This is beneficial to do if you think your audience might end up reading both emails. By writing a new introduction you can be honest about the fact you have resent an email. You can write that you noticed they hadn’t read the original email and you think it is really important they read it because of X, Y and Z. Now it might freak some readers out to know they are being watched, but it shows you are making the effort to go that bit further and some people will appreciate that.

 

OPTION 4: CHANGE THE TIME OF YOUR SEND

Now you might think that the time you send an email doesn’t matter. They’ll just get to it at a later point in time right? Well depending on your target marketing timing might be really important. When it comes to inboxes everyone is different. Some people get 5 a day and some people get 500 a day. Some people open every email and make sure they hit inbox zero every night, whilst others have hundreds of unread emails that are getting pushed further and further down the list. If we make a generalisation it would be that the more emails someone receives the more important the timing is. Therefore, it is a good idea when you resend your email to try a different time. Again like changing the subject line in Option 2 it isn’t a real A/B test, but if you pay attention to your result then it might inform your future sending time or you could even do a real A/B test for the initial send of a future email.

Please note: You don’t have to choose just one option. You absolutely can use a combination of option 2, 3 and 4.

 

THAT’S IT! NOW YOU KNOW ABOUT THE POWER OF RESENDING EMAIL CAMPAIGNS TO UNOPENERS.

This article has shown you the choices that need to be made when resending, however, I purposefully didn’t create a how-to resend an email campaign to non-openers article. With so many email service providers it would be possible for me to do a how-to for all of them.

However, if you book a power hour session I’ll happily walk you through how to set up resending email campaigns using the software you are currently using, as well as helping you to create a robust email marketing strategy that makes your life easier and increases your sales.

YOU CAN BOOK A POWER HOUR BY CLICKING HERE.