Best practices for resending email

You sent a great email to a customer and all you received was crickets.

We’ve all been there.

We put our best efforts into crafting something genius, only to have it remain unopened or fall flat on our subscribers.

Here’s the thing, though: don’t take it personally. Go back to the drawing board.

You might have sent the email at a bad time for your audience, or maybe you sent the email to the wrong audience segment.

Below we share some of our best practices for resending emails. We cover everything from email marketing opt-in language examples to list segmentation to frequency and design. We even give you some examples of how resending emails can boost your click rates.

But first, let’s talk about what resending emails is all about.

Why resend email campaigns?

There are a couple of reasons you might consider resending an email campaign.

You might be running a special promotion and have an email that did well already. You want to send it out again to see how people respond.

Maybe you messed up something in an email and you need to do an “oops” message.

It could be that your budget only allowed for so many variations of an email campaign and you want to maximize your efforts.

Whatever the case may be, resending email campaigns can do both harm and good. You definitely don’t want to bore your customers with the same old email every week and don’t want your customers getting annoyed with you.

Resending emails can be a practical solution for a small team as well as a large corporation to potentially boost your open and click-through rates.

Additionally, resending emails is sometimes required when someone makes a mistake.

So, what do you do?

Follow some of our best practices for resending emails and you can ensure a successful retargeting campaign.

7 best practices for resending emails

Every marketer knows that in today’s digital age, email content is a critical tool to have in any business marketing strategy. Whenever resending email campaigns, try to follow these best practices to keep your open and click-through rates up.

1. Variety is the spice of life in email design

Resending an email campaign doesn’t have to be as quick as sending out an email you’ve already created with no editing. In fact, you might want to make a few small edits.

Change up the email design a bit. Switch around some of the colors you used in the header and background. See if you can flip the layout and give it a fresh appearance.

This ensures your customers don’t get a weird sense of déjà vu when they read your email. Reusing an email doesn’t mean slapping a few people on your list and moving on.

2. A well-segmented email list is a lucrative tool

Hopefully, you had a segmented list before you sent out your original email campaign.

Either way, after sending an email that either outperforms or underperforms your expectations, you might consider looking at your lists from a different segment.

Consider A/B testing whether a particular email goes over well with a different segment of your list. In fact, resending emails is a great opportunity to A/B test in general.

3. Don’t overlook email frequency and timing

Did you send an email and it didn’t quite meet your goal?

You may need to rethink your frequency and timing. This particular campaign may have tanked because your audience didn’t have time to review it.

Resending emails should happen only once, and timing should be a crucial part of the resend campaign. If your email was successful and you want to resend, try sending at the same time to see if you get similar results.

4. Use a bit of humor for little mishaps

Perhaps you sent out an email with a little bit of an error? Maybe you made a spelling mistake in the subject line or you sent out the wrong discount code.

At any rate, a little bit of humor can lighten the situation when you have to resend an email so quickly. Try something casual like, “Our bad…”, or, “Oops, we did it again.”

This example from FilterEasy uses a touch of humor to apologize for sending an inadvertent email. It’s the perfect amount of casual for their company.

Source: Really Good Emails

5. Reframe or enhance your call to action

Your call-to-action is one of the most important components of your email. It drives your business.

When resending emails, consider reframing your call-to-action to something bolder–customers have already seen this once. It’s not going to hurt.

You don’t have to make huge changes for this to be effective, just make a small impactful tweak. Change the color of your CTA or make the button a little bit bigger. Consider testing different language or use similar messaging that was successful in the past.

6. Give your subject line a fresh makeover

An email subject line is a little teaser of what you can expect to read in the email content. It is the single most important aspect of your email. No one opens an email without a good subject line.

If you don’t make any other changes when resending emails, update your subject line. Even if you only update it by switching it around.

This will keep people interested in what you have to read. Plus, it’s a valuable A/B test to see if a better subject line is out there. Crafting the perfect email subject line is a science.

7. Email marketing opt-in language examples for you to use

We would be remiss if we didn’t point out that email marketing opt-in language is a useful tool for ensuring people want to sign up for your lists. This ultimately boosts your open and click-through rates.

Bonus: Double opt-in is an even better subscription tool. Send a confirmation email after someone opts into your list. Use that opportunity to direct them to a preference center to get more information on their list preferences.

If you notice a campaign didn’t quite land, you can resend the message asking for their preferences and to opt-in again to your list. This ensures your next campaign only focuses on those subscribers who are excited to receive your emails.

Source: Really Good Emails

Some opt-in examples include things like, “Yes, I would like to receive emails from Delivra.”, or, “Yes, sign me up for weekly newsletters from Delivra.” Even a simple, “Yes, sign me up!” will suffice in some cases.

How resending emails can boost your click rates

After you’ve followed a few of the above best practices (or all them), you’ll be ready to resend your email campaign.

However, what about metrics? How will this boost my click rates?

Will this make people unsubscribe and how will that impact my list?

Here are a few ways resending emails can improve your open, click-through, and unsubscribe rates:

  • Open rates: Use the opportunity to be clever with your subject lines and you may be able to improve your open rates. Think, “Hey, did you miss this special offer?”, or, “Oops, we messed up! How can we make it up to you?” Those are attention-grabbing questions that can spark further interest in your email campaign.
  • Click-through rates: You only get to click-through rates after you’ve gotten your subscribers to open your email. If you’ve followed some of our best practices, especially around CTAs, you may see an increase in your click-through rates. Try adding a video to your email content and call it out in the subject line. This can increase your click-through rates even more.
  • Unsubscribe rates: Here’s the thing – if people don’t want your emails, you don’t want them on your list. You want your list to be full of people who are likely to engage with you. Resending emails may turn off some people, but it won’t affect people who are genuinely interested in your services.

You want to be sure you’re using an email service that tracks all these things. A regular Gmail account may not work for your business, so make sure you’re using an email marketing service that can help you track these rates and work with you continuously to improve them.

Wrap up

Resending emails can be a tricky email marketing tactic. However, it can also be something you’re required to do if you make a mistake in an email.

Whatever the situation, use our seven best practices to give your email a minor facelift. Keep these important things in mind when resending emails:

Segment your lists effectively and you will reap rewards from resending emails.

Use humor to diffuse any tension and get people to open subsequent emails.

Don’t resend emails more than once–after that, you’ll start to look a bit silly.

Use these best practices to improve your open and click-through rates, or simply to make your team look savvy when repurposing campaigns.

Need some help with your email campaigns? Delivra can give you the tools you need to create a powerful automated email workflow.

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