There are any number of reasons why a subscriber may not have opened or clicked on an email. The customer may have been busy when the email came in; the subject line may not have appealed to her at that particular moment; he might have been offline and discarded it when he turned on his mail program. Emails get lost, emails get ignored, emails get mislaid.
Resending the campaign to those who didn’t open the first time, using a different subject line but the same creative, is a great way to catch up with those customers who fall into the above categories.
Resending the email campaign does a number of things:
- It adds convenience to the customer’s experience; she doesn’t have to go through his inbox looking for the email
- It allows the customer to see the offer in a slightly different light by changing the subject line on the email
- It creates another touchpoint between the customer and the retailer
Let’s look at this last point in particular. The old “rule of seven” is still alive and well in marketing. This is the rule that there must be seven touchpoints between the customer and the marketer before the customer really “gets” the message. It doesn’t mean that online retailers should inundate their customers with emails—far from it. What it does mean is that marketers need to get creative in creating resend campaigns. Who opened but did not click? That group needs one message. Who didn’t open at all? That group needs a different message.
Segmenting the email list goes miles toward assuring your customers that they are—each one of them—important to you, and that you want to make their shopping experiences positive, convenient, and satisfying.
The more information you can bring to the table, the better. Send customers getting-to-know-you questionnaires not just once, when they first sign on to your list, but frequently throughout your relationship. (And then use that information! According to a Harvard study, many companies gather data about their customers and then simply sit on that data … what’s the point? Use your customer information in segmenting lists, sending special offers, and generally in making it clear to the customer that he or she is specifically important to you, that you know her preferences, that you respect his choices, and that you’re there generally to make their shopping experiences the best they can be. Use this data especially when resending, and you’ll be surprised at the results you get.
Resending is an easy, low-cost way to remind subscribers of your great offer, gain additional revenue, and continue to cement a strong relationship with your customers. Resends can boost your open rate by as much as 50 percent! Resending is an easy, low-cost way to remind subscribers of your great offer—and for you to gain additional revenue.