Should You Resend an Email to Non-Openers?

So you had an email that tanked. Or an email fundraising campaign that’s limping along. Or you just want to give an extra boost near an advocacy deadline.

Should you resend email to non-openers? Sometimes.

Image source: https://flic.kr/p/fnTjdR

Technically speaking, a resend is sending the exact same message to the nonopeners of the original email. DON’T do this. Your deliverability can suffer.

When should you resend?

If the email tanked, ask yourself why. Timing, content, subject line? Will tweaking any of those elements and resending yield better results, or be more of the same? More often than not, the answer is — don’t resend a dud. Try something else.

If the email performed well, consider resending. Why? You’re betting on a winner. In my fundraising campaigns, I plan resends near deadlines – one email in the morning and a resend at night, for example. And I often raise 50 percent of the original send, with very little effort.

TIPS FOR RESENDING FUNDRAISING & ADVOCACY EMAILS

Don’t resend a dud
Only send to people who didn’t open, or who opened and didn’t respond, the first time
Change the subject line, even if it’s just a little
Include a SHORT lift note in the resend
Consider adjusting the time of day, or day of the resend