Resend Email: To Do Or Not To Do? Here's how to decide (and what's next) (2023)

"If you don't succeed the first time, try, try, try again." – Thomas H. Palmer

Send againEmail campaigns probably seem redundant, right?

That is, the first time they completely ignored your email or opened it and decided they weren't interested enough to click on it. Will the attempt be repeated?
Well, let's answer that question with some cold, hard facts.

ForbesContributor Neal Taparia tested the email campaign resend and here's what he found:

  • They sent the first and subsequent e-mails regarding the information literacy report.
  • 2723 received the original email. They were opened by 579 of them (21.3%) and
  • 224 of them clicked on the CTA (8.2% CTR).
  • Well, they send e-mails, but only to people whois notopen first.
  • It was opened by 309 people and 114 clicked on the CTA.
  • Between the two emails, they managed to reach almost 54% more people and get almost 52% more clicks on the follow-up email than the original.

This means resending emails canentirelyWork.

Resend Email: To Do Or Not To Do? Here's how to decide (and what's next) (1)


If your follow-up email's open rate is similar to your first email's open rate, that means you've nearly doubled your email open rate, reached as many people as possible, and done it all with minimal effort.

Not bad.

This post will be about:

  • Why you should (or shouldn't) try emailing your customers again - is it annoying or acceptable?
  • 5 you start whistlingmoraask - if you don't want to regret
  • What results can you expect when you resend the email (is this what you think)

let's go.

Is it even worth resending email campaigns?

Yes! Resending emails to people who don't open is one of the quickest ways to get more out of the work you're already doing. If only about 20% of people open your first report (a typical email open rate), you can increase the number of views of your message by resending it.

Email is a lot of work. There is one…

  • conceptualization
  • Writing text
  • Plan
  • Codification
  • Mission
  • Monitoring

There's no doubt about it - high-quality email takes time.

So when you see this all working with a low ROI and someone (like me) suggests you try again, it's easy to think, "do you have to deal with?

The answer to this question is: Yes, you should resend the email.

Just don't do itAllfrom them.

Your customers receive email to email all day, every day. It's very easy to miss messages in a crowded inbox.

Did you know about this…

Fast math time:

(620 emails per week) x (52 weeks per year) = 32,240 business emails sent and received per year

Can you imagine so many emails? Imagine if these were real e-mails...

Resend Email: To Do Or Not To Do? Here's how to decide (and what's next) (2)

Every box would be bursting at the seams.

Send againAllYour email campaigns are not required. However, resending just one or two may be enough to increase interest in your emails.

Why you should resend an email

Resending email campaigns gives you a second chance to connect with:

  • Give your non-opposed audience a chance to consent
  • Give another chance to people who opened but didn't click
  • Try new ways to email (with different copy, images, etc.) to see which version works best (in case you want to reuse it in a later email flow).

And yes, breathing new life into an email campaign has the potential to make a significant difference to email open rates and click-through rates – but ultimately there must be a bigger purpose behind the second attempt.

What's the point of an open or click if it doesn't lead to a sale, subscription or other lasting connection with the customer?

Point:Better open rates and more clicks are great, but email should deliver consistent engagement leading to conversions - not just open rates.

Think about the long-term value you want to provide the customer and the type of relationship you want to build with them, not just the one-time open or click value you want for yourself.

That price might be resending emails offering things like:

  • Free content download if you are a regular user
  • Product deals with a special discount code to get more value they love
  • A note appreciating him as a customer (doesn't always have to be othings)

Customers will remember brands that sent emails that provided them with long-term value.

Why you should never email again

The worst reasons to resend an email campaign are:

  • Because statistics and research will tell you the best ways
  • Because you're just trying to increase your conversion rate

Don't get me wrong - learning from the experiences of others (whether successful or not) is perfectly legitimate. However, people get into trouble when they internalize these experiences and expect their efforts and subsequent results to reflect them.

Neal Taparia showed that email campaigns can be successful. But remember - it was a success forI.

There have been many studies on the best days and times to email, but all of these studies have a fatal flaw (as we'll see shortly).

See this topic for best days and times to send.

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In this title, note the phrase "what 14 studies say."

what does it mean? Is "14 different studies" giving the best shipping times just because they can't agree?


There is no definite answer because there can't be. This data will be different for everyone. That's why they are average.

Resend Email: To Do Or Not To Do? Here's how to decide (and what's next) (4)

So…Wednesday is NOT safe?

Alithe average data is wrong.

Why do average data fail if experts say so? Here's a popular story about averages that explains why.

Preliminary findings indicate that the man drowned in the riverAverage3 feet deep.
Specifically, the river was 6 inches deep on the outside and 8 feet deep on the inside. This meant that the average of 3 feet, which could easily be safely overcome, didn't matter at all because the 8 feet was still there.

8 feet is still 8 feet, so while the average depth of 6 inches to 8 feet was a satisfactory 3 feet, there wasn't enough data to rely on for success.

Resend Email: To Do Or Not To Do? Here's how to decide (and what's next) (5)

What do you think; Does it look like 3 meters?

It's not like these 14 studies didn't come to the same conclusions. This is based on the data generated from each of themaveragebest time to ship and there are a lot of problems when deciding based on average numbers.

I mean, clearly. The man in this story drowned.

It's good to look at what people have done, but it's more important to look at what you've already done and find out what else you can do.

Don't expect the same results as everyone else who managed to send an email at 10:00. on Tuesday. Your details will be different.

Keep this in mind when resending any email.

Optimize the content first, then adjust the delivery time.

Email marketingChecking the best times and days to send emails is not enough. There may be some trends in the average, but the volatility is so high that the average is probably not useful.

Optimizing the time you send your own list may make more sense, but improving the content of your email and subject line has more impact.

You have decided to resend the email. What should you do next?

Ask yourself the following 5 questions about emails you plan to resend:

  1. What (if anything) should you change?
  2. Who should (and who shouldn't) get the email again?
  3. Want to resend all your email campaigns?
  4. How long do I have to wait for the email to be resent?
  5. What should I do if resending an email works or doesn't work?

1. What (if anything) should you change?

When you re-send emails to people who don't open, change the name of the message subject and the sender's name. If you're resending emails to people who opened but didn't click, consider changing your call-to-action button or email address.

You send the email again. Does it mean that:

1. Resend exactly the same email as before?

2. Send a slightly modified version of the original email?

Let me give you a hint - this is not the #1 choice.

You can't know for sure why people didn't open or click on the first email sent to them, but it could be something as simple as an unattractive subject line or call to action.

Small, incremental changes can make a big difference. This is where A/B testing comes in handy.

Resend Email: To Do Or Not To Do? Here's how to decide (and what's next) (6)

A/B testing compares two versions of the same email to find out which elements have the most impact. Here, the CTA button is visually more visible. (Source:Optimized)

You can try to test the changes with things like:

  • Name "From".
  • Body copy
  • Call-to-action buttons
  • Such
  • Look
  • Send time windows

While A/B test results shouldn't be taken as gospel, they can give you an idea of ​​what customers are reacting to. Combined with your intuition, test data can lead to good decisions that encourage more people to do what you want.

So how much should you try? one variable? Three? Five?

For A/B testing, I would start by simply changing one variable in the email.

This is why:

Science tells us a storythat most scientists recommend changing only one variable to test the effect on the relationships between the elements of the experiment. This is a more accurate way to check if the changed item actually has an effect.

Quick example:

Noah Kagan coined the term "double exposure"., which means waiting a week to resend the email to subscribers who didn't open the first email.

During testing, the only thing Noah changed in the second email was the subject.

Guess what he saw?

11% increase in its open rates, over 30% in total. In his case, it meantAnother 7,028 emails were opened within 1 minute of work by changing the subject.


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Double-opening an email:

Resend Email: To Do Or Not To Do? Here's how to decide (and what's next) (8)

It was enough to change the variable. Science wins.

Good placethe problem is starting A/B testing.

Here is an example of two emails I received from Fabletics about the same new SculptKnit leggings, with a few minor changes between the two product lines:

Resend Email: To Do Or Not To Do? Here's how to decide (and what's next) (9)

For your convenience, it is inscribed on the back: "Keep your eyes on the carving." Clever, right?

A matter of upside downat all costsgot my attention and actually opened that email but didn't click anything on it. But the next time they emailed me (about a week later) they updated the subject to do two things:

  • Keep spreading the word about their new leggings
  • Encourage me to click on the email and take advantage of their offer (before it's too late)

And now I am a comfortable owner of new tights.

A small change made the biggest difference, but resending the same email twice would result in deletion or spam.

If a customer saw your first email and intentionally didn't open it or even deleted it, they probably won't react well when they see the exact same subject in their inbox again.

Bidish? I doubt it. Then you better extend it for a second round.

2.Who should (and who shouldn't) get the email again?

Here are the people you might want to resend the email to:

  • Closed
  • No click
  • Mobile users who did not open or click

Here's whoshouldn't beget repeated email:

  • All your original email list

The same way it shouldtargeting content to a specific audience, you'll get better results if you're more selective about who you resend emails to. This means resending only one group of recipients at a time, for example:

  • People who opened but didn't click
  • Those who clicked but did not convert

You can A/B test different emails to different recipients, but don't send them in bulk.

Bulk repetitive emails to the entire list (even an updated email) are not recommended. People who actually opened and clicked will mark you as spam if they receive many repeated emails.

3. Do you need to resend all your email campaigns?

NO. There is no need to resubmit each campaign as per normal practice. This is bad etiquette for resending emails.

Don't resubmit individual campaigns.

Regularly resending your email campaigns can seriously undermine your engagement efforts. If people start noticing that you are much more (and more) present in their inbox than ever before, this pattern will quickly end.

Resend Email: To Do Or Not To Do? Here's how to decide (and what's next) (10)

Enough of these repetitions.

Before resubmitting a ticket, think about the value to your customers and ask yourself:is it more about you or them?

What will this new effort give them that the first one didn't? If you can't think of a good response to this message, resending this email may not be worth your time (or his).

However, you can create a new value in the email you want to resend. You can take advantage of content updates (e.g. free download or other eye-catching) to increase the attractiveness of opens and clicks.

So keep in mind that you only need to resubmit the campaigns you resubmit once.

Customers will be completely pissed off if they start receiving multiple pricesAllfrom you (especially if they have already dealt with the former).

Therefore, before you click "send" on the next email, be aware that the customer can send the messagedeletion messageinstead of this.

4. How long do I have to wait for the email to be resent?

Please wait 2-4 days before resending the email. You can wait up to a week before resending the email if it makes sense for your message. You can reuse specific emails in campaigns throughout the year if you know they are effective.

It's balance.

The longer you wait, the less likely you are to come across as relentless and desperate, and dare I say sospam. Too long and your new message may be rejected, forgotten or lost.

Your decision on how long to wait before resending an email will depend on two things:

  • How many other emails they already receive from you
  • How long have you waited in the past between different campaigns?

Did you know that the main reason for deleting email lists is because they receive too many emails?

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26% give this reason. Holding on doesn't pay. (Source:MarketingSherpa)

If you want to make a more informed decision about what's best for your business, look at the results of your previous campaigns. View your successes and failures and note how much time has passed between emails.

Analyzing your own data will help you determine the best timeframe for your business.

5. What should I do if email resending is working or not working?

If resending the email fails, you can do one of two things:

  1. Send them your next new campaign and see how they react to it.
  2. Clear the list of customers you don't care about and focus on those who responded to the first or second email.

But what if it is?projectsWork?

It's time to continue the customer journey! And that means they watch other content they want.

If clicking on a repeating email led to a purchase, you can try emailing them with relevant product recommendations. By sending these types of emails, you can automate them.

Umarketing automation platform(similar to ActiveCampaign) not only can you automatically resend the email at the right time, but you can also create instructions for "what if" scenarios after sending the email.

What does it mean? Let me explain.

You send them the initial email through automation and they open it but don't click it.

All work is easy to do.

Wait 2 days and email them again. Then, depending on what they do, you can do the following:

  • Add them to another automation
  • Send new emails
  • Delete them

There is an action for every possible scenario, and all of them can be automated.

Sent! Now wait. What results can you expect?

CoHooksyou're waiting Honestly, you can't have specific expectations.
Affairs? Absolutely.

Hope? dreams; Guessing based on knowledge? You can have them too. Ultimately, however, the results of resending the email will not be the same as someone else's. What results can you expect?

I don't know

But here's what you can still track and measure for clarity:

  • CTR
  • Open grading
  • Delivery possible
  • Return on investment
  • The number of new subscribers compared to those who signed up
  • Internet traffic trends resulting from clicks on emails or links

After reviewing the data, the most important thing to do after resending an email is to evaluate the bigger picture.

ask yourself:

  • What has it achieved?
  • Cois notMake it happen;
  • Is it worth spending time and resources on it?
  • What should I think next time, not this time?

Regardless of the results, there is always a chance to learn. I wish you successful e-mailing again!


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