While emails are one of the most powerful marketing tools, their low engagement rate can often lead to significant losses. No matter how flawless your email campaigning strategy is, it just does not seem worth it for a low open rate. However, would you believe that resending unopened emails after few days could increase engagement?
Let’s dive into this article to know how to improve engagement by resending email campaigns to subscribers who did not open when sent for the first time.
How does resending an email campaign increase engagement?
An estimate provided by the Huffington Post has revealed that resending your unopened email a few days after the initial send has the power to increase open rates by 30%.
But how would you do that? Change the email’s subject line and then send it to those who did not open it the first time.
Consider twisting the content layout or preview text a bit before you resend to ensure recipients don’t assume you have sent the same email twice, which might cause them to unsubscribe.
Opt for personalized sending times
Today with the power of machine learning technology, you can find out the optimal time to send an email. Technology will enable you to send emails at the time when your recipient is most likely to open emails and click through. Such optimization of sending time lead to increased engagement rates.
Tips to increase the open rate by resending email campaigns to non-opens
How exactly can resending emails boost engagement, or how it can be actualized? Here are a few tips that help you improve initial performance by increasing open rates.
Personalization is the best approach to start with. Consider sending personalized emails customized to serve specific audience segments. Such messages are often relevant, and they resonate with the recipient’s requirements.
Moreover, personalized messages grab subscriber’s attention and make them click-through. Eventually, this increases the chances of conversions, thereby boosts revenue.
As stated by Digital Capital Advisors, about 86% of shoppers believe that personalized messages influence what they buy to some extent.
Following are six tactics in which you can personalize your email campaign and improve engagement:
Take account of demographic data
When we are talking about personalized messages, it is necessary to utilize demographic data while framing the content of the message.
Demographic data enable you to send messages considering gender, location or specific occupation of the recipient. It makes your message most relevant. Thereby invite subscribers to engage with the content.
Personalization through behavioural data
Behavioural data helps you construct your messages that are timely and resonate with recipients. Such emails can be sent in response to:
- Email sign-up
- A customer lapsing
- Types of products browsed
- Cart abandonment
Creating segments according to the engagement level
Consider creating segments to measure engagement level. It would be best if you categorize people by when or how often they open our emails, click-through to your website and make a purchase.
With such segmentation, you can build campaigns that serve a specific segment depending upon its engagement level.
Understanding customers’ buying cycle
Not all customers buy your products for one common reason. For instance, while some customers might be interested in your ethos, others might be purchasing your product so that they can compare the features of the two products.
By understanding customers’ buying cycle stage, you can offer the aptest information. Thereby, make way for customers to buy your products.
Recency Frequency Monetary/RFM
Recency Frequency Monetary or RFM segmentation is based on gaining customers according to When they last purchased (recency), how frequently they purchase (frequency) and how much they spend (monetary).
You can form segments by offering different weightages to each factor and then calculate the overall score. This will help you know how valuable that customer is to you. In turn, you can create the most relevant and apt campaign for them.
Understanding spend patterns
Consider forming segments and forward personalized content based on when and what your customers spend with you.
For example, you might have customers that spend frequently but in low amounts. Or others might purchase the high valued item just once a year. Here, it is essential to note that one is not more valuable than the other. Both have significant importance. However, these spend patterns will help you build the most relevant email campaigns.
Concluding Thoughts
This article has outlined the power of resending emails in realizing a massive rise in reach and engagement rates. Such a quick and easy approach accompanied with personalization is one of the most effective ways to improve performance after your initial send. Thus, you must try out the simple yet profound tactics explained in this article to give your email marketing strategy an extra edge.
