Introduction to Resending Emails
“Resending email?! Are we doing this,” your manager asks.
You freeze and are not sure how to answer that. You see, in email marketing, the strategy of resending emails — or “email remarketing” — can significantly boost your engagement rates. After all, the life of an email campaign is all but a couple of days. And in order to “squeeze” out more mileage, many email marketers implement a resend strategy of some sort.
But what exactly is a resend, and when should you use this tactic? Resending an email involves sending the same or slightly modified email to recipients who did not engage with the original send. This can be a powerful tool if used correctly, especially when dealing with non-responsive recipients.
However, there are times when resending isn’t appropriate. For instance, if the content is time-sensitive, resending it days later would be irrelevant. Similarly, for marketers who send daily emails, it’s more effective to continue with new content rather than resend the previous day’s message.
Enter Exhibit A: Apple’s Mail Privacy Protection Implications on Resending Email
However, before just hitting resend, it is important to understand the ins-and-outs of email. Exhibit A is Apple’s Mail Privacy Protection.
Apple’s Mail Privacy Protection is a crucial piece to understand as it pertains to resend emails. Introduced in iOS 15, this feature prevents senders from knowing if a recipient has opened an email, essentially hiding their engagement. This affects marketers significantly as it obscures the open rate data, which is a critical metric for gauging email campaign success.
The implication of this is broad, considering a significant portion of your list might be using Apple devices. Studies suggest that Apple’s Mail app holds a substantial share of the email client market, potentially affecting the visibility of engagement metrics for a large segment of users.
The Limitations of Resend Based on Open Rates
Given the privacy protections like those from Apple, relying solely on open rates to determine non-engagement might lead you to resend emails to recipients who have actually seen your message but whose opens were not tracked. This can lead to over-messaging, potentially annoying users and harming your brand’s reputation.
Most Email Service Providers (ESPs) are adapting to these changes by enhancing how they track and interpret engagement metrics. However, the accuracy of these adaptations can vary (which is why it is important to really look into an email service provider before committing to them!), and it’s generally safer to assume that an email marked as not opened was, in fact, opened.
Therefore, when planning a resend campaign, it’s wiser to err on the side of caution and consider these “unopened” emails as having been potentially viewed.
Best Practices for Resend Campaigns
Here are more email marketing tips:
- Change It Up: Always change something in the email. It could be as simple as the subject line or the email’s layout.
- Segment Your Audience: Make sure you are sending your email to the right people. Use what you know about your contacts to group them by their behavior or preferences.
- Test and Learn: Try A/B testing to see what works best. This means sending one version of your email to some people and another version to others.
Hot! Resending Email with Caution
It’s important not to overload your audience with too many emails. If someone gets too many, they might start ignoring them or worse, mark them as spam. Always keep track of how often you send emails and try to space them out.
FAQs on Resending Emails
- Q: How often should I resend an email?
A: Depending on your email cadence, it’s best to wait 2-3 few days after the initial email. Watch how your first email performs, and then decide. - Q: What should I change in a resend email?
A: Try altering the subject line or the preview text. Try switching the send time, so that if the initial email was sent at 7AM, try resending it at 3PM. These small tweaks can make your email feel fresh. - Q: Can I resend an email to someone who opened but didn’t click?
A: Yes, you can. It all depends on what the risk vs. reward is. If you’re selling something, then this has a direct impact and I would be in favor of it. Maybe change the call to action to something more enticing.
Conclusion: Boost Your (Resending) Email Strategy
Resending emails is a powerful tool if used correctly. When implemented correctly, it can revitalize your email marketing efforts and ensure your messages achieve their intended impact.
By following these smart resend strategies, you can make sure your messages get the attention they deserve. And remember, if you’re looking to enhance your marketing skills or need help managing your campaigns, scheduling a free consultation with me could be your next best step. Let’s boost your email strategy together!
