You can re-engage contacts who missed your first campaign by resending the same content to them. This can give your results a real boost.
Studies show people often miss a large share of the emails they receive, so a second send gives you another chance to reach them. But it's a balance: too many repeat emails can lead to complaints and unsubscribes. This guide will help you get it right.
The main objective
Increase engagement with your campaigns.
Avoid getting lots of complaints and unsubscribes.
Things to consider before resending
Timing is crucial: Resend the campaign within a day of the original send time. This minimises the risk of unsubscribes and complaints.
Choose which emails to resend: Pick your most impactful emails, as they're less likely to get negative feedback. Resending works best if you regularly see open rates above 20%.
Change the subject line: A new subject line catches the recipient's attention and stops the email looking repetitive.
Only resend once: Resending more than once can annoy recipients and damage your sender reputation.
How to resend emails
Go to the Email Marketing section.
Find the campaign you want to resend and click the three dots to see the options.
Choose Resend email to Unopened.
Set the schedule time and the subject line for the resent campaign.
Confirm. A new campaign with the same content will be scheduled.
Good to know
The resend window is between 12 hours and 10 days after the original send. This follows industry standards and gives the best balance between engagement and complaints or unsubscribes. Stick to this window for the best results.
Resend isn't available for batch schedule, RSS or A/B Test campaigns.
You can't reschedule a resend email. To change it, delete it and schedule the resend again.
If you send through SMTP, this feature may not give the results you expect. This is because not enough tracking data is received to work out who hasn't opened the email.
Resending campaigns to people who didn't open them can make a big difference to your engagement when it's done well. Follow these guidelines to get the most out of it while keeping negative feedback to a minimum.