When to resend an email

When To Resend An Email To Boost Your Open Rates

Email marketing works best when you are in tune with your subscriber list to the extent that you are providing the sort of content they want to receive.

This results in higher open and click-through rates and maximizes the chances of getting your subscribers to go on and take the action you want them to take, such as buying goods or services from you.

But sometimes an email may arrive at a really inconvenient time when your subscribers have so many other pressing things going on that your email gets overlooked.

This is why we introduced RocketResponder Resend which will automatically send the same email again to those subscribers on your list who did not open it first time round.

When To Resend An Email

If you are in the habit of sending an email to your subscriber list every day then it is probably not a great idea to automatically resend them all a couple of days later.

In fact if that is how you email then you might want to make very sparing use of this feature. Think of it as like using a highlighter pen.

If you highlight a couple of the most important phrase of concepts on a page of text, it will really make them stand out.

If you highlight nearly every word then you are left with a confusing mess which defeats the whole point of the exercise in the first place.

So if you are a regular email sender then only use this feature to highlight those emails which are so important that you don’t want your subscribers to miss your message…and leave it at that.

In resending an email you are targeting those people who either did not see your email first time round or were not motivated enough to open it when it first arrived.

Sometimes a second ‘nudge’ is all it takes to get the email opened. And again, if you use this feature sparingly, your subscribers may well think that if you have gone to the trouble to send the email again, then your message must be important.

Of course some of your subscribers may just think you made a mistake and hit the ‘send’ button again by mistake. This is not a problem because they may go on to open it anyway now that their curiosity has been piqued.

Time Intervals

You can experiment with this to see what works best for you.

If you are emailing your list on a weekly basis, or thereabouts, then you certainly might benefit from sending your most important emails out after two or three days.

If you send a monthly newsletter or something similar then you might want to leave a longer interval, five or six days for example.

Email marketing agency Alchemy Worx tried the resend technique for their own subscriber list on an email campaign to get signups for a subject line prediction tool.

On the initial send they got an open rate of 23.6% and a click through rate of 4.3%.

When they resent the same email five days later they got an open rate of 11% and a click through rate of 3.5% – lower than the original email but these are all opens and click throughs which would have otherwise not have happened.

But something else happened which really took them by surprise…the number of sign ups generated from the resent email almost doubled as the graph below shows.

When To Resend An Email To Boost Your Open RatesResending key emails can be a very powerful tool indeed. Give RocketResponder Resend a try for yourself and see how it works for you.


Patrick Griffin

Patrick Griffin has been marketing online for 15 years. He's a serial entrepreneur and an avid email and content marketing enthusiast with a background in publishing and journalism, including a UK Press Award.

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