SHOULD YOU RESEND A MARKETING EMAIL?

In case you ever thought “didn’t I just get this email?” You most likely did but didn’t complete the action the brand intended for you. Utilizing the resend option within and email campaign is becoming more popular a tactic. However, the tactic has more than a few asterisk’s that you should be aware of.

Here are 3 top tips to consider and 7 other articles about resend emails in marketing campaigns.

1. Resend an email only in campaigns that need it the most. Meaning don’t resend every email you send out. If you have a 4 email nurturing sequence on a single campaign over 2 weeks, only use it on the email with the primary call action to buy. Don’t use it on the other emails.

2. The segment is critical. Most brands target non-openers, which is smart because even if you have a solid open rate you are still missing about 70% of people. This makes sense as this segment would be the largest group fit for your campaign that has not yet engaged you. This will give you a boost on the campaign. However, the resend will not be as good as the original, but you will most likely get a few more conversions out of it.

3. Wondering what others say? Most companies agree that resends can help give you a boost. But all of them say to refresh the email content. This means new subject line at the very least. Within the email, you can change the button colors or swap position of images and content.

Here are 7 articles about resending emails in marketing campaigns.

Sendgrid – “The follow up email never performs as strong as the first. Analyzing a few sample email campaigns, we’ve seen a 44% drop in open rate, and 46% drop in click-through rate on the second email. This is likely because the follow up group represents more of your inactive readers.”

Forbes – “One major consideration, however, is how this fits within your overall email strategy. You have to balance how many times you reach out to your email list, so try to get sense of if a follow-up email is one too many.”

Constant Contact – “Resending emails is a useful tool, but you don’t want to resend every campaign you send out. Be selective about which emails you resend. Think of a resend as a follow-up, often for time-sensitive messages.”

GetResponse – “Resending is a  tactic that can be a big conversion and email marketing ROI booster. So consider using it wisely and for instance only to your best offers.”

MailChimp – “If you have subscribers who didn’t open a campaign that contained important information for them, you may want to send it again. Sending the same email twice can sometimes cause unsubscribes, but if you only do it once, and within a day of the original send time, it may help you boost your engagement.”

Business 2 Community – “1. Only resend the most important email campaigns. 2. Tweak your email subject lines. 3. Adjust the timing of your resend. 4. Measure impact – both good and bad.”

SuperOffcie – “When resending the same email, keep these three tips in mind:1Only resend your most important email campaigns. 2Change the subject line the second time you send it. 3Wait at least 72 hours before resending the same email. Resending the same email again is a great way of doubling your email response.”