We previously wrote about how to send a follow-up email to recipients that have not opened or clicked a link in a previous email by copying the original marketing list and using advanced find to remove members that have already interacted with the previous email send. Whether you’re resending your email simply to reiterate your message or if you’re using it to weed out old and unresponsive records, here are some tips for resending an email to non-openers:
1. Modify the original email
When you clone an email send record, your subject has the “[CLONE]:” prefix. Make sure you delete this before sending your email but also consider making additional changes. What if your recipients didn’t open your first email because the subject line wasn’t that interesting? In that case, change your subject line to see if you get different results.
You can also go one step further and make changes to your email. Maybe you need to rephrase the opening line or change the text on your call to action button.
Don’t forget to save!
2. Change the pre-header text
Have you checked out our pre-header text feature on the email send and email template record? If you haven’t used it in previous emails, now is a good time to capitalize on that inbox real estate. If you’re already familiar with using this feature, consider changing the text here. After all, this is text that your recipients will see right after the subject and gives you a chance to make a great first impression on your email.
3. Send it at a different time
If most of your recipients don’t open or click their emails until a few days after you send it, then wait until that time has passed before resending your email. From there, try other variations for timing your email such as:
- Sending at a different day of the week
- Sending at a different time of the day
4. Change the “from” settings
Did you mark your email to send from the record owner? If yes, try marking it as “no” and use the “from name” and “from email” fields to send your email from a different person. If you’re using a “noreply” email address (ex: email@example.com), send it with a real name and email address instead.
5. Refine your marketing list
Don’t just follow up to recipients that don’t click links or open that particular email send. This could also be an opportunity for you to reach out to other leads and contacts that haven’t interacted with other email sends in the past few months. When creating your marketing lists, make sure you remove leads and contacts that were excluded or are inactive.
6. Behavioral profiling
Take a look at the stats from past email sends to see how subscribers responded. Perhaps informative emails and newsletters are more effective than promotional emails, or maybe your recipients respond to promotional emails above all other types of emails. The size of marketing lists in each subscription list can help you determine what types of emails your subscribers are interested in. What if you combine the content of your email to merge information with promotion (see #1 and #2)?
Final words and warnings
Resending your email can be tempting when you need to see some short-term results but can also have some downsides. Your subscribers may instead click “unsubscribe” or even worse, mark your message as spam. Only resend important emails and do so sparingly. Once you’ve sent your email, be sure to measure statistics and take note of the impact of your resending initiative. Take this time as an opportunity not only to learn more about your subscribers but also to keep your lists clean and bounces low.
Written by Louella Lugo, Marketing Success Manager