Non-Openers Aren’t a No-Go. Send Again With Strategy

Improve Email Marketing ROI by Targeting Non-Openers with Strategic Follow-Ups

We’re pretty sure you’re already sending an email every week or month touting your “holy grail” of a product, your “best thing since sliced bread”, your amazing widgets, services or content.

One pretty effective technique we’ve started to implement is to task our ESP (Email Service Provider) with resending the newsletter again to the list but only to those who didn’t open it the first time it was sent. We recognize that although we want to believe that our content is showing up in inboxes with a glowing, vibrating, singing subject line that can not be ignored, the fact of the matter is that sometimes things are overlooked.

It may have had nothing to do with how expertly your subject was wordsmithed and simply be that the recipient was out sick that Tuesday when your blast was sent! By resending, you allow for people who just missed the first send, the opportunity to catch your must-read material the second time around.

This technique will have a lower open rate than what you normally average but will boost the overall number of unique opens and total eyeballs you typically get on your content.