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Your subscribers receive hundreds of promotional e-mails, transactional e-mails and newsletters every day from various companies and brands. Many of these e-mails are never opened.

Even if your brand spends a lot of time preparing a smart, spam-filter proof subject line, there is still no guarantee that your subscribers will open your e-mails.

This has led many marketers to consider the option of resending e-mail campaigns to those subscribers in a bid to capture their attention the second time around. While the practice is simple and cost-effective to implement, many marketers are often unsure how to launch a resending campaign.

Creating Opportunities to Re-engage With Your Customers

A resending campaign is an effective way to connect with consumers who did not open your e-mail message the first time and is still considered within the boundaries of best practices. It should, however, be restricted to only certain campaigns.

The idea is not to bombard uninterested subscribers with messages, but to resend a campaign without it being obvious that you are re-serving the same offer.

It helps to get into the right mindset: instead of identifying non-openers as “not interested,” see them instead as valuable prospects.

Resend programs are very easy to set up and have been proven to increase the open, click and conversion rates of your campaign in the long run.

Sending The same Message Twice

Because these recipients are not aware of the contents of the original e-mail, you can send them the same e-mail again — with a few tweaks. For instance, they may have read your subject line, so this will need to be changed. When creating the new subject line, it is important to analyze the previous one to gauge why it did not appeal to the audience the first time. Was it irrelevant? Too direct or too vague?

Make changes that can be considered a general as well as specific improvement. In other words, take a look at the group of subscribers who declined to open — if there is any way to customize the subject line in order to make it more relevant and appealing to them specifically, make the appropriate changes.

Sending Frequency

It is extremely important not to send e-mails to the same subscribers at too frequent intervals. Receiving e-mails too frequently is listed as one of the top reasons people unsubscribe. This is why it is important to be selective when it comes to doing the odd resend campaign. Subscribers who frequently decline to open your mails will eventually notice if you are resending every campaign and every newsletter.

This will immediately raise a red flag and could damage your reputation.

It is also important to never include those who did open or interact with the e-mail in the resend campaign ever.

E-mail resend campaigns can have many benefits, but take care to sculpt your new subject lines in a way that makes it distinct from the previous mailer and always stick to your frequency capping limits.

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Article by Inge Van Eetveldt. Social media is a rapidly growing phenomenon that has sparked interest from companies who wish to harness the power of this medium to drive their brands and businesses forward. Digital Fire knows and understands social media and we can help our clients achieve this goal. Contact us today for social media success http://www.digitalfire.co.za/contact/

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