Should I resend a confirmation email if the recipient doesn't respond to the first one?
Michael Ko
Co-founder & CEO, Suped
Published 15 May 2025
Updated 19 Aug 2025
6 min read
It’s a common scenario for many of us sending emails, especially confirmation requests: you send out that initial email, expecting a quick response, but days pass, and the recipient remains silent. The question naturally arises, should I resend that confirmation email?
This isn't just about impatience, it’s about ensuring users complete a crucial step, whether it's confirming a subscription, a purchase, or an account activation. However, there's a delicate balance to strike. While you want to maximize engagement and conversions, you also need to avoid being perceived as a spammer, which can seriously damage your email deliverability and sender reputation.
In this guide, I'll explore the various factors to consider, from potential reasons for non-response to the best practices for resending, and how to navigate the deliverability and compliance landscape without tripping up your email program.
Understanding the recipient's silence
Before hitting that resend button, it’s helpful to understand why a recipient might not have responded to the first confirmation email. It’s not always a lack of interest, sometimes it’s simply a matter of the email getting lost or overlooked.
One common reason is that the initial email ended up in the spam or junk folder. This can happen for various reasons, including your sender reputation, email content, or the recipient’s individual spam filters. Another possibility is that the recipient simply missed the email in a crowded inbox or became busy and forgot about it. Life happens, and emails can easily get buried under new messages.
Furthermore, if the initial email wasn't clear about the value of confirming, the recipient might not have felt compelled to act. This is especially true for double opt-in processes where the confirmation is a hurdle rather than an immediate benefit. Considering these factors helps in strategizing whether a second attempt is warranted and how to frame it effectively.
Best practices for resending confirmation emails
Timing: Wait 24-48 hours before sending a second confirmation. This gives the recipient ample time to see the first email without feeling bombarded. Research suggests that a general rule of thumb is to wait 3-5 business days before sending a follow-up email.
Clear subject line: Make it explicit that this is a reminder or a second attempt. Something like, 'Reminder: Confirm your subscription' or 'Action required: Complete your sign-up.'
Reiterate value: Briefly remind them what they gain by confirming. This could be access to exclusive content, a discount, or simply staying informed. For more on this, consider how to write a follow-up email after no response.
Keep it short: A confirmation email should be concise and to the point. Too much text can overwhelm the recipient.
Deliverability and sender reputation concerns
The decision to resend a confirmation email isn't just about maximizing sign-ups; it also carries implications for your email deliverability and sender reputation. Internet Service Providers (ISPs) like Gmail and Outlook closely monitor sender behavior. Repeatedly sending emails to unengaged or inactive addresses can signal poor list hygiene or even spamming tendencies.
If a user consistently ignores your confirmation emails, or worse, marks them as spam, it can negatively impact your sender score. A low sender score increases the likelihood that your emails, including future transactional and marketing messages, will land in the spam folder rather than the inbox. This is why some email experts advise caution when considering multiple attempts.
It's important to remember that being on a blacklist (or blocklist) can severely impact your ability to reach recipients. Sending to unconfirmed addresses increases the risk of hitting spam traps, which can lead to your IP or domain being added to a blocklist (or blacklist). Regularly checking your domain reputation and understanding what happens when your email is blacklisted is crucial.
Benefits of resending
Increased conversions: A second prompt can capture users who genuinely missed the first email, leading to more confirmed subscriptions or transactions.
Improved user experience: For legitimate sign-ups, a reminder can be a helpful nudge, ensuring they successfully complete their desired action.
Data accuracy: Confirmed subscribers mean a cleaner, more engaged list, which ultimately benefits your email program.
Risks of resending
Spam complaints: If the recipient never intended to sign up or is genuinely uninterested, a second email is more likely to be marked as spam.
Negative sender reputation: Increased complaints and low engagement from resends can signal to ISPs that you’re sending unwanted mail, impacting your overall deliverability.
Hitting spam traps: Sending to dormant or invalid addresses can lead to hitting spam traps, resulting in blacklisting (blocklisting) and severe deliverability issues.
Crafting the follow-up confirmation
When deciding to resend a confirmation email, the content and context of that second message are critical. It shouldn't just be a duplicate of the first. A good follow-up subtly acknowledges the previous attempt while offering a gentle nudge.
Consider adding a clear call to action and perhaps a small incentive, such as early access to content or a limited-time discount, to encourage the desired action. This approach not only increases the likelihood of conversion but also reinforces the value proposition for the recipient. Remember to be concise and make it easy for the recipient to find the confirmation link.
Furthermore, segment your list carefully. Only resend to those who truly haven't opened or clicked the first confirmation. Avoid sending to users who have hard bounced or have previously unsubscribed, as this will further harm your sender reputation. For more on managing hard bounces, you can refer to our guidance on whether to resend emails to hard bounces. If you're looking for general strategies, check out best practices for resending emails to non-openers.
Example of a follow-up confirmation emailplaintext
Subject: Action Required: Confirm your [Service/Subscription]!
Hi [Recipient Name],
We noticed you recently signed up for [Your Service/Newsletter] but haven't confirmed your email address yet. To complete your registration and start receiving [benefits, e.g., updates, access], please click the link below:
[Confirmation Link]
This link will expire in [X days/hours]. If you did not sign up for this, please ignore this email. We're excited to have you!
Best,
[Your Company Name]
Legal and consent considerations
Beyond deliverability, it's crucial to consider the legal and ethical implications of sending multiple confirmation emails, especially in regions with strict anti-spam laws like GDPR (Europe) and CASL (Canada). These regulations generally require explicit consent before sending commercial electronic messages.
A confirmation email is often considered part of the consent process, especially in a double opt-in scenario. However, repeatedly sending messages to an address that hasn't given explicit consent (by clicking the first confirmation link) could be seen as sending unsolicited commercial electronic messages. It implies that the recipient has been put on a provisional mailing list without their full consent, which could be problematic. You can learn more about CAN-SPAM Act compliance at the FTC's website, and for CASL, consider this infographic regarding consent.
Therefore, if you do send a second confirmation email, ensure its primary purpose remains to obtain consent, not to market. Make it very clear it's a follow-up to their initial sign-up attempt. Also, consider the risk of resending email confirmations to unconfirmed addresses.
Consent type
Initial email
Follow-up confirmation
Single Opt-In
Immediate enrollment, no confirmation needed.
Not applicable, as consent is given directly.
Double Opt-In
Initial email requesting confirmation of subscription.
Generally acceptable as a reminder to gain explicit consent.
Final thoughts on resending
Determining whether to resend a confirmation email requires a careful assessment of multiple factors, including the type of email, the elapsed time, and your target audience. For transactional emails (like account activation or password resets), a single follow-up might be acceptable and even expected, especially if the original message could have been genuinely missed. However, for marketing list sign-ups, particularly those without prior interaction, caution is advised to protect your sender reputation and comply with anti-spam regulations.
If you do choose to resend, ensure the second email is clear, concise, and offers a compelling reason for the recipient to complete the action. Monitor your deliverability metrics closely after implementing any resend strategy to catch potential issues early. Remember that balancing user experience with email best practices is key to maintaining a healthy and effective email program.
Views from the trenches
Best practices
Implement a clear value proposition in your initial confirmation email to encourage immediate action.
Segment your audience and only resend to those who have not opened or clicked the first confirmation.
Consider adding a small incentive to the follow-up confirmation to increase engagement.
Monitor your open and click-through rates on confirmation emails to gauge their effectiveness.
Ensure your sign-up forms have bot countermeasures to prevent fraudulent subscriptions.
Common pitfalls
Sending multiple confirmation emails too frequently, which can annoy recipients.
Not removing invalid email addresses after the first attempt to avoid bounces.
Failing to make the confirmation link prominent and easy to find in the email.
Ignoring local anti-spam laws like CASL or GDPR when sending follow-up requests.
Not differentiating between transactional confirmation emails and marketing-related ones.
Expert tips
If your confirmation emails are sent in batches, a second message might be reasonable if the first was missed.
For win-back or re-engagement campaigns, allowing for a second or third email can be tested.
When dealing with sign-ups, putting an incentive in the confirmation can prompt action.
Recipients often assume they are on a provisional list, so a second reminder can be acceptable.
Test different time intervals for sending follow-up confirmations to see what performs best.
Marketer view
Marketer from Email Geeks says trying a second time might be a valid thing to test, of course removing invalids after the first try.
2023-06-12 - Email Geeks
Expert view
Expert from Email Geeks says if the confirmation of intent message didn't bounce and wasn't clicked, it likely went somewhere the recipient could have found it if they cared. Senders should proceed with caution, but if users are already interacting, adding value to the confirmation can work.
