How to Resend an Email Campaign Again in Mailchimp
With over 3.064 billion emails sent per day in 2020, it's like shooting fish in a barrel for yours to be left unopened. Only the big question for your electronic mail marketing strategy is – should you really resend it?
Retargeting unopened emails ways only resending the email to recipients who didn't open the original one. After all, mayhap some of your audition were busy, and didn't encounter it the first time?
Merely the truth is, there's a time and a place for retargeting unopened emails, and it'southward not always for the amend.
Is resending worth it?
The brusk answer is no.
Even though MailChimp statistics showed open rates for the original campaign increased by viii.7% when information technology was re-sent, It's not worth information technology for content similar newsletters.
The difficult truth is that sometimes people aren't interested in that item content, and if you keep resending it, you're going to drive them to unsubscribe and decrease your customer base of operations.
The bear upon from retargeting isn't worth the effort or potential take a chance for things that aren't going to straight convert or benefit your business. Plus, open up rates demand to be analyzed equally part of a wider marketing strategy, non simply taken in isolation.
But, there'due south a caveat to this.
There are certain scenarios where retargeting unopened emails can be benign.
When should you resend?
Non everything is blackness and white. For extremely important announcements and notifications where you absolutely demand equally many contacts as possible to encounter your electronic mail, it tin can exist helpful. For example:
- Business changes similar during COVID-19 when closures or updates for your physical store were happening much quicker than you could update your website.
- New services or local initiatives/events.
- Big news that would affect the client e.1000. you lot've rebranded, created a partnership etc.
But this is pretty much information technology. For these occasions, here'due south how you do it:
Resending unopened emails in MailChimp
On Desktop
Go to 'Campaigns' > Select the campaign yous desire to resend > Hit the arrow adjacent to 'View Report' and Select 'Replicate'.
This will then create a complete re-create, then you'll need to edit who it is being sent to.
Pro Tip: I advise always changing the name of the campaign, and then information technology'due south piece of cake to identify at a glance, but it's completely up to yous and your o rganization.
To practice this:
Become to the 'To' field and nether 'Segment or Tag' select 'Group or new segment' in the dropdown.
Then select 'entrada activity' in the first box, 'did not open' in the 2d, and so the third box will requite you a list of campaigns, as well equally options like 'did not open the terminal 5 campaigns'.
Once yous've updated this, the e-mail will just go to the subscribers who meet this criteria, instead of the entire listing.
Pro Tip: If yous're unsure if you've set the campaign correctly, salvage this and take a look at the number of recipients that have been updated in the 'to' field. If it has gone down y'all know you lot've updated the criteria.
On Mobile
It's a lot easier to practise this in the MailChimp mobile app as you just need to become to:
The email campaign of selection in the 'Reports' tab > Select 'send to non-openers.'
2 of the best resending strategies
Resending your campaign to non-openers is not equally unproblematic as hitting resend and expecting meliorate results. Here are two ways to make your approach more constructive:
Timing is everything
It's important to get the timing right to make sure you don't badger your subscribers. Sending likewise shortly is going to make you seem spammy, sending too long might no longer exist relevant for them.
Hither are the 'best bits' from MailChimps' research on Strategic Timing for Resends:
- 1-3 days is the sugariness spot – Resending your email within 24 hours of the original results in higher unsubscribes or abuse complaints, but waiting for 1 to 3 days results in more clicks. In our experience, information technology's better to wait at least two days, merely beyond 3 days, you're much less likely to become a higher click rate anymore.
- Choose your mean solar day wisely – According to ane study , Tuesday is the best time to send emails, followed by Midweek and Thursday, which debunks the traditional 'send at 9am on Mon approach'.
- Afternoon for opening, evening for activity – The same study shows that the afternoon is the time when recipients are about probable to open emails and evening is when they're nearly likely to answer.
Make subtle changes
If they saw (and chose) to non open your e-mail the showtime fourth dimension, it's unlikely they're going to open it the second time effectually without some subtle changes. The easiest and quickest option is to change your field of study line and preview text (which sounds a lot easier than it is!).
My advice is to scrap what's at that place and kickoff fresh. Recollect about exactly what you want them to know in ten words or less and avoid clickbait! Bonus points if you lot tin can tastefully use an emoji (assuming your audience is okay with emojis).
Pro Tip: Avoid changing who the email is from when you resend. This is a tactic that can damage trust, delivery, and sees an increase in abuse reports according to MailChimp.
Ultimately, MailChimp retargeting is a strategy that should exist used sparingly and only when absolutely necessary. Only if you do, you lot have a short window, and you have to make it count if you want to meet the best results!
For help with your electronic mail marketing efforts so you tin focus on your business, drop me a message . I pb Low Gravity Solutions as a MailChimp Expert and Klaviyo Chief with over viii years of experience and endless happy clients.
Learn more hither : https://lowgravitysolutions.com/e-mail-marketing/
Source: https://lowgravitysolutions.com/resend-unopened-emails-mailchimp/
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