Return to Recipient — Email Déjà Vu
Go ahead and resend that exact email campaign to many of the same recipients. That’s right — resending email campaigns works, says FreshAddress and Mailchimp.
“Resending email campaigns to people who didn’t open the original message could raise the open rate 8.7 percent, Mailchimp said recently,” writes Kathleen Rogers on Nov. 15 on the FreshAddress blog. “Its data showed an average 26.7 percent open rate on the first send with the average 8.7 percent lift coming from the resend campaign.”
Here’s what she suggests marketers do in her post “Resending Email Campaigns: 6 Tips to Boost Your Results.”
Be Selective in Resending
Comb through the original send to see who didn’t convert. Then, marketers tell Mailchimp that the best results came from “sending to those who opened but didn’t click, or who clicked but didn’t convert,” Rogers writes. “Others send to people who opened on mobile devices but didn’t click or convert.”
Don’t Change the ‘From’ Name or the Subject Line
Deception may increase open rates, but it also increases spam complaints and unsubscribe requests, she says.
Test, Test, Test
“Mailchimp’s report didn’t address this question beyond the subject line and ‘from’ names,” Rogers explains. “So try a basic A/B test in which you send the original content to one segment and fresh content, perhaps addressing your reason for resending to another. Other variables could be time of day, timespan between first and second sends, mobile vs. desktop, or email activity (openers vs. non-openers, clickers vs. non-clickers, etc.)”
What do you think, marketers?
Please respond in the comments section below.