Resending emails to non-openers is a common tactic, but it's crucial to approach it as a strategic re-engagement effort rather than a simple repeat. The consensus among email marketing experts is that merely hitting 'resend' without changes is counterproductive and can harm deliverability. Instead, best practices revolve around modifying key elements of the email to provide a fresh incentive for interaction. This includes segmenting the non-openers, crafting a new, compelling subject line, and often altering the content, call to action, or even the send time to present a new value proposition. The goal is to pique interest that the initial email failed to capture, while carefully managing overall list engagement to avoid negative sender reputation impacts.
15 marketer opinions
To effectively re-engage subscribers who didn't open a prior email, marketers should implement a nuanced approach that goes beyond merely repeating the initial message. The goal is to provide a fresh impetus for interaction, requiring careful consideration of the audience and message. This refined strategy helps to capture missed opportunities while maintaining the integrity of sender reputation and overall list health.
Marketer view
Marketer from Email Geeks explains that Mailchimp likely assumes users are highly interested and will open, thus maintaining reputation. However, for the majority of marketing emails, a lack of open generally indicates a lack of interest.
29 May 2022 - Email Geeks
Marketer view
Marketer from Email Geeks shares Mailchimp's data regarding resend campaigns, linking to their resource on 'the value of a resend campaign by the numbers'.
18 Sep 2021 - Email Geeks
1 expert opinions
For email marketers looking to re-engage subscribers who did not open a previous message, simply duplicating and resending the exact same email is not advised. Instead, the most effective approach involves a strategic modification of the message's elements. By changing the subject line, refining the content, or introducing a new offer, senders can present a fresh, compelling reason for interaction. This method aims to provide distinct value and avoid over-saturating inboxes, which could otherwise lead to increased complaints and a decline in overall list health.
Expert view
Expert from Spam Resource explains that resending the exact same email to non-openers is generally not a good idea. Instead, best practices include modifying the subject line, content, or offer to provide a new incentive to open. The aim is to add distinct value or a different reason for engagement, while exercising caution to avoid excessive sending that could lead to complaints and to prioritize overall list quality over forced opens.
15 Dec 2024 - Spam Resource
4 technical articles
To successfully re-engage subscribers who didn't open a prior email, marketing experts and platforms consistently recommend a strategic approach that involves substantial modifications, rather than simply resending the same message. This includes altering the subject line and email content, considering new incentives, and optimizing send times to capture recipient attention more effectively. Such targeted efforts are crucial for improving overall engagement and maintaining deliverability.
Technical article
Documentation from Mailchimp Knowledge Base answers that while Mailchimp offers a 'Resend to Non-Openers' option, it's designed to be used with a different subject line to test what might grab attention. This feature allows for A/B testing of subject lines rather than simply repeating the exact same message.
8 Jan 2024 - Mailchimp Knowledge Base
Technical article
Documentation from Constant Contact Help explains that for re-engaging non-openers, it's a best practice to change the subject line and potentially the email content. They advise trying a different time of day or day of the week, and perhaps offering a new incentive to encourage opens.
27 Apr 2024 - Constant Contact Help
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