In the competitive world of email marketing, getting your message noticed can be challenging. If you’re facing low open rates or engagement, resending emails can be a key strategy to improve results.
Resending can be beneficial when your initial message doesn’t reach its target audience or falls short in impact. When done strategically, it can significantly boost visibility and engagement.
Understanding the value of resending emails is just the beginning. To truly leverage this strategy, implementing the following best practices is key.
1. Choose wisely
Not every email warrants a resend. So, how do you determine which emails should be resent? Focus on quality over quantity.
- Resend each email only once and avoid frequent resending.
- Limit this approach only to emails that are most impactful while aligning them with your overall conversion or engagement goals.
2. Switch things up
Sometimes, adjusting certain elements of your email can provide valuable insights. This allows you to measure performance more accurately and refine your approach.
- This is a great opportunity to optimize your email performance by adjusting previous subject lines and preview text.
- New subject lines can offer significantly improved open rates or other metrics, use that insight to refine your approach to future subject lines. This is where A/B testing can be especially useful.
- Personalizing email content while maintaining the original message and intent can likely further improve metrics and help you better understand how to increase conversions.
3. Take your time
When deciding whether to resend an email, carefully evaluate the incoming data to determine if it’s necessary.
- Resending too soon can make your emails seem spammy and potentially harm your sender’s reputation.
- Waiting typically 3-4 days, and even experimenting with different sending times, allows you to assess incoming metrics, giving you a better opportunity to retarget effectively. This period also lets you cross-reference data to understand what works and what doesn’t.
- Strategic resends can help identify hard and soft bounces, allowing you to clean your email list and enhance your overall email strategy.
Resending emails can be a powerful strategy when used correctly. By focusing on high-impact messages, avoiding excessive resending, and adjusting elements like subject lines, you can boost engagement and visibility.
Effective communication is key to standing out. Contact Schaefer to learn how we can refine your approach to email marketing and uncover what resonates most with your audience.
