Resending emails might oppose the very basics of everyday email etiquette, but what about resending emails as part of your email marketing strategy – should you or shouldn’t you?
Resending emails is often overlooked by marketers and even considered taboo. However used correctly it has the ability to increase the life of your email and improve the success of your campaigns.
Emails can be unopened for any number of reasons. For instance the subscriber may be unable to read the email at the time or it may be that the email simply didn’t appeal to the reader.
Resending your email gives you the opportunity to engage with the elusive non-opener. But if you’re still on the fence about remailing, Campaignmaster is here to help you decide whether or not resending emails should feature in your plans.
The Pros
- By targeting non-openers, your email can reach the portion of subscribers that previously overlooked your email or those who missed it completely.
- You can schedule an automatic re-send at new date and time with a more attention grabbing subject line.
- Automatically resend to soft bounces i.e. those with temporary deliverability issues such as a full inbox, etc. so bounces can get a second chance of landing in the inbox.
The Cons
- An open is tracked when a subscriber downloads images or clicks a link, so just because a subscriber has not engaged with your email doesn’t mean they haven’t read it.
- While re-sending to non-opens is a powerful and useful tool, it’s best not to use it too frequently and risk upsetting subscribers.
So to resend or not to resend? Well it ultimately it comes down to results. By examining your read vs. unread statistics, click throughs and unsubscribes, your findings could highlight a variety of issues that could help inform your future campaigns. It may be that you need to use a more engaging subject line or segment your lists. It could even indicate you need to change up your content or even design a new template altogether.
Resending emails can improve ROI but without actually resending, it’s impossible to know if it will benefit you or not. You won’t know until you try.
