Keen to hear thoughts on the concept/technique of resending a campaign to those that didn't open? Do you do it or not? If so - why? What results does it bring you?
Hi Kris2, sorry for not chiming in earlier. Personally, I don't encourage resending to non-opens, for a couple of reasons:
- Opens are a very approximate metric. You may find yourself resending to people who really did view the email the first time around (and confuse them, no doubt)
- The open rates the second time around will inevitably be poor
- List fatigue
I'd consider resending an original "reminder" to people who say, don't follow through on an offer, but not target non-opens in particular. Keen to hear other thoughts on this :)
To do that would be asking for unsubscribes. If they didn't open it, it is probably because they are not engaged with your brand. Find ways to engage them better, not pester them for not being interested.
You can always send similar content at a later date, but change the subject line and make it look less like a duplicate email. You should send it to everyone though, as semi-engaged subscribers who opened the previous email, but didn't click your call to action are the prime target, and are more likely to close the deal.
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