Do you have a high percentage of unopened emails?
Everyone does.
Email marketing remains a powerful tool for businesses to engage with their audience. However, getting subscribers to open your emails can be challenging.
This could be because they aren’t interested in your offer or the title did not catch their eye.
But since they signed up to receive your content, it’s more likely that they simply missed it or it went to their spam folder.
A good way to boost engagement on your list is to resend unopened emails.
Autoresponder programs like Aweber have features that allow you to resend unopened messages.
If you have an important message that your subscribers didn’t open, you can resend it again (with a new title) and bring it to their attention.
One word of caution about resending is that it can appear spammy.
For this reason, you should resend sparingly or only do it once.
Try resending on the next day to give people enough time to see the original one first.
For example, you might send an email announcing your latest blog post. While 40% of your subscribers opened it, this means 60% didn’t.
This is an especially good piece of content and you feel it’s a shame for more than half of your subscribers to pass it by, so you decide to resend.
Define your resend strategy
Before diving into the technical aspects, it’s essential to develop a resend strategy that aligns with your goals.
Consider factors such as timing, frequency, and the content of your emails.
Assess what might have caused subscribers to overlook your initial email and identify ways to improve engagement.
By understanding your audience’s preferences, you can tailor your resend approach accordingly.
Create a new campaign or choose an existing one
In AWeber, campaigns serve as the containers for your emails.
You have two options: either create a new campaign specifically for resending unopened emails or choose an existing campaign to work with.
Selecting an existing campaign might be ideal if you want to maintain consistency in branding and messaging.
Step 1
To resend a message, navigate to the “Messages” tab and choose “Broadcasts.” Then, head over to the “Sent” tab, locate the desired message, and click on “Copy to Drafts.”
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How to Refresh Your Emails
The trick here is to change the subject line of your email.
It’s possible that your subscribers passed over it as they skimmed their inbox because the subject line wasn’t compelling enough to hook them.
With a new and slightly different subject line, you increase the changes that these readers will check it out.
This will increase your open rates and hopefully drive more traffic to your blog.
It can also help to build deeper relationships with your readers.
They may have missed a piece of valuable content which will help build this relationship.
Segmenting Your List
Your unopen rate can also be used to segment your list.
If there are subscribers who consistently don’t open your messages, they may be unresponsive or you may have a bad email address.
Remove these subscribers from your list.
This is called keeping a “clean” list and it improves the performance of your email campaign.
There are some marketing studies that question this approach.
After all, if you resend every single email, you’re cramming your subscribers’ email inboxes even fuller with messages.
Your autoresponder program gives you statistics that show the results of your efforts.
Rely on these metrics and see how many of your subscribers are opening the second emails.
If you’re seeing high open rates, keep doing it.
If not, stop.
How To Resend An Email Using Aweber
Aweber makes it very easy to automate resending an email.
First you create a campaign. Example – Super Sunday Sale.
Add automation
Choose “Opens the message” and “Remove subscriber from campaign”. This will remove the subscriber from the campaign if they open the message.
Click Apply to save this automation.
Add a Wait time, and then the same message.
Because of the automation you applied, this message will only go out to subscribers who have not opened the first message before the wait time has passed.