Let’s go round again

4 minute read

We’ve been debating the pros and cons of an automated campaign resend feature – that is an automatic rescheduling of a campaign to those who didn’t open the original. After all, following industry average statistics, it’s quite possible that around 75% of your subscribers are not going to open your original message. While engagement rates will almost certainly be reduced there’s no doubt that this simple step can get your campaign to sections of your audience who, for whatever reason, may have missed it first time around.


I recently sent a smallish campaign, to around 3500 subscribers. After 3 days, at 36% open rate I was already above the benchmark (24.45%) but that still left over 2000 people who were missing out. Resending the same message to the non-openers but with an alternative subject line generated an extra 3% of opens and 0.7% of click-to opens. That might not seem a lot, but those additional clicks could be nice additional revenue for your business that would otherwise have been missed.

I guess you could go on and send a third and fourth version to an ever decreasing audience, but based on open rates for the original and first resend of my campaign it’s going to be a progressively smaller return for much the same additional effort.
Back to the question regarding auto-resend. Good or bad thing?

I did it manually – that is, after 3 days I used the post-campaign analysis to generate a new list of all those who hadn’t opened the original. This then became the recipient list for my resend with subject line number 2. The alternative would be to set up a marketing automation rule to automatically gather those who did open the campaign and then use this as an exclusion list from the original subscribers for the resend a few days later. Either way works.

An important difference to an automated resend was that as a simple but manual process I was able to assess my results and tweak certain aspects which might not have hit the spot first time around. Subject line is one of key factors in whether or not people open an email, so an objective review of your subject is a simple but worthwhile step in any resend activity. It also gives you a chance to review your link clicks and fine tune refine how people might be interacting (or not) with your original campaign. A straightforward automated resend (same subject, same content) is arguably simpler but since you have useful intelligence at hand after your first send, why not use it? It’s worth the effort.

One last thing. If you’re unsure about subject line you could also investigate split testing. It doesn’t address the resend process to first time non-openers but if you have a large enough recipient list it’s a great way of testing the relative appeal of different subject line options.