Mastering email resends: How to boost engagement without annoying your audience

“Did they miss it … or just ignore it?”

That’s the existential question every email marketer asks after hitting send.
In a world where inboxes are noisier than a packed creative brainstorm on a Monday morning, getting your message seen — let alone opened — is a feat. But here’s the good news: The game doesn’t end after the first send. In fact, that’s just level one.

From a marketing perspective, we know the importance of open and engagement rates, as well as conversions when it comes to demonstrating return on investment (ROI) to a client. And a smartly executed resend strategy can be the secret weapon in your email arsenal. No spamming, no crossing into the dreaded land of “unsubscribe.” Just well-timed, well-tuned second chances that drive real results.

So what’s the best way to thread the needle between delivering helpful reminders and becoming a nuisance? From timing and subject lines to segmentation and etiquette, there are a few proven ways to re-engage with finesse, because, after all, sometimes the second impression is the one that sticks.

“Ensuring that each resend provides value and is not perceived as repetitive is crucial to maintaining consumer engagement and preventing unsubscribes,” our research partner Mintel explained in its Retail Promotions report.

In other words, it’s crucial to avoid resending the same email. Instead, here are a few ways to ensure those resends add value:

• Segment before resending: A blanket resend is a big no-no. Why? Well, here marketers run the risk of being banished to the land of “unsubscribe,” particularly by the audience that’s already engaged with the previous email. Instead create specific segments to ensure the target audience is receiving a message more tailored to their particular interests.
• Edit the subject line: If the first email didn’t cut through the inbox noise, sending the same email isn’t likely to move the needle. Instead, try testing alternate subject lines that use different angles to capture attention and drive incremental opens.
• Optimize timing based on behavior: Leverage historical data about when your audience is most prone to opening emails to find the sweet spot in terms of timing for the resend.
• Make slight creative adjustments: If the new and improved subject line is the hook that gets the audience to open the email, the body should also deliver. Consider updating the header, CTA or other pieces of content within the email to best align with the new subject line.
• Use dynamic content or personalization: Consumers tend to engage more with emails when the message feels like it was written for them. Adding personalization or dynamic content based on past behavior, preferences or even geography can enhance relevance. Similarly, sending emails based on a recipient’s interaction with previous emails can also help personalize the content. For instance, in email marketing for one of our clients, we leverage polls, and recipients receive one of three versions of a subsequent email based on how they respond to it.
• Keep the user journey in mind: Remember, a resend isn’t just about opens — although us marketers love a nice open rate — it’s about ensuring that the consumer is moving closer to the action the email is intended to prompt. With this in mind, map out where this upcoming resend fits in the broader funnel and evaluate whether it adds value in that context.

Resends are an important part of email marketing because they help maximize the value of a campaign without reinventing the wheel. The results speak for themselves — one of our clients has observed that a resend can increase the open rate by up to 7 percentage points. With a thoughtful and strategic approach, resends can help reach those who may have missed the initial message, boost open and click-through rates, drive conversions, and much more.

At Mythic, we specialize in utilizing customer relationship management systems to help brands build lasting, meaningful connections with their target audiences. By combining data-driven insights with personalized engagement, we craft tailored marketing strategies that foster loyalty, drive retention and elevate customer lifetime value.

Ready to strengthen your customer relationships and become an unstoppable force for growth? Reach out to newbiz@mythic.us to get started.