In this video, I demonstrate how to properly resend your email campaigns to subscribers who did not open the original one.
So Let’s Get Started
The purpose of resending your email to people who did not open it in the first place is to boost audience engagement, especially when it comes to important information, like an upcoming event or something that they’ve subscribed to, and they need to get certain information.
Resending an email does work, but there are some caveats.
- You might get unsubscribes because people did get the email, they just didn’t open it, and then you’re going to send another email on top of that, and they’re like, “Hey, wait a minute, I don’t want to receive that. Why am I getting two? Let me just unsubscribe.” ‘Cause they think they’re on a duplicate list.
- They might even send you a spam complaint. “Hey, why are you spamming me with the same email twice? Don’t like it. Unsubscribe and spam.”
Now, is it good practice? Yes, but sometimes it backfires.
To get started, go into your campaigns.
I just sent out this email, and it was opened by two of the four people on my test list. So I want to resend this email to the two people who did not open it, right? That’s the plan.
So what I do have to do here in the Mailchimp way is go into the dropdown area next to your campaign where it says view report and click on Replicate.
Change the Recipients
After the email is replicated, you do not want to send it again to the four recipients. You only want to send it to the people who did not open the email. So we have to click on edit recipients, and where it says send to, we want to change that to a new segment. So we’ll click on the plus new segment.
New Segment Options
Mailchimp recently redesigned the segmentation process, and so what used to be “campaign activity” is now called “email interaction.” So click on add a filter, and we want to go down here to email interaction, and our first option we want to make sure that they were sent the email.
Select “was sent” from the options, and then choose the email from the dropdown list.
Add another Email Interaction filter. And again, we’ll click email interaction, and then we’re going to click on did not open. And again, we’ll select Better Biz email.
So the process is to check to make sure that they were sent that email and that they did not open that email. Make sense?
Then click on review segment, and we should have two people that match the bill. And there you go, there are the two people. Click on the link “Apply segment.”
So now we have our new custom segment specifically just to resend this email.
And once you’re happy with our send-tos, then the merge tag here, we’ll click on save, and it will update.
Update Subject Line
I would also suggest that you change the subject line. When we’re happy with that, you can edit the design if you’d want. You can automatically share it as a social post and also update your tracking and settings.
Click Send
At this point, all that’s left to do is to click Send.
If you have any questions about this process or Mailchimp in general, post them in the comments below. I’ll do my best to answer them.
