Resending Emails: Yes or No? Here's How to Decide (and What to Do Next)
Posted: Tue Dec 03, 2024 6:40 am
I mean, if they completely ignored you the first time, or opened the message but decided they weren’t interested enough to click, what’s the point of trying again?
Let’s try to answer this question with some hard data.
Forbes contributor Neal Taparia tried resending an email campaign and here's what happened:
First, he sent an initial email regarding a report on information literacy.
2,723 recipients received it. 579 (21.3%) of them opened it and
224 people clicked on the call-to-action (an 8.2% click-through rate).
He then sent the email again, but only to people who had n't opened the previous one.
309 of them opened it and 114 clicked on the call-to-action.
Counting both emails, nearly 54% of recipients were reached, and the follow-up received 52% more clicks than the original.
This means that… resending emails can actually work.
Great!
If your open rate for a resent email is similar to the rate of the original, it means you've nearly doubled it, reaching as many people as possible with minimal effort.
Not bad, huh?
In this post we will see:
Why you should (or shouldn’t) try to resend emails to customers: is it annoying or acceptable?
The 5 questions you must ask yourself if you don't want to have regrets.
What results can you expect from email resends ( is this what you expect? ).
Let's get started.
There's no doubt about it: writing quality messages takes time.
So, if after putting in a lot of hard work you see a poor afghanistan whatsapp number data 5 million return on your investment and someone (like me) suggests you try again, I understand that the first reaction is " but is it worth it? "
The answer to this question is: yes, you should resend emails.
But not all of them .
Your customers receive a ton of emails every day, it's easy to miss a message in a crowded inbox.
Did you know that...
The average worker spends 28% of their workweek on email, or more than 11 hours a week.
The average company is expected to send and receive approximately 126 work-related emails per day (or 620 emails per week) over the course of a year.
Let's do some math:
(620 emails per week) x (52 weeks per year) = 32,240 work emails sent and received annually
Can you imagine them? And imagine if they were all real letters!
Every mailbox would explode.
Resending every single one of your email campaigns isn’t necessary. But resending one or two may be enough to get them in front of more people.
Why You Should Resend Emails
Resending email campaigns gives you a second chance to engage your contacts:
Giving them a second chance to open a message they hadn't opened before.
Giving them a second chance to click on a message they opened but didn't click on.
Testing new emails (with different text, different images, etc.) to see which version works best (in case you want to reuse it in a future funnel).
And, we might add, giving an email campaign a second life can greatly increase your open and click-through rates, even if the end goal has to be more important.
What good is an open or click if it doesn’t lead to a sale, signup, or other solid customer connection?
Bottom line: Better open rates and click-throughs are great, but the real purpose of an email is effective engagement, which leads to conversion.
Think about the long-term value you want to provide to customers and the type of relationship you want to build with them, not just the temporary value of an email itself.
Let’s try to answer this question with some hard data.
Forbes contributor Neal Taparia tried resending an email campaign and here's what happened:
First, he sent an initial email regarding a report on information literacy.
2,723 recipients received it. 579 (21.3%) of them opened it and
224 people clicked on the call-to-action (an 8.2% click-through rate).
He then sent the email again, but only to people who had n't opened the previous one.
309 of them opened it and 114 clicked on the call-to-action.
Counting both emails, nearly 54% of recipients were reached, and the follow-up received 52% more clicks than the original.
This means that… resending emails can actually work.
Great!
If your open rate for a resent email is similar to the rate of the original, it means you've nearly doubled it, reaching as many people as possible with minimal effort.
Not bad, huh?
In this post we will see:
Why you should (or shouldn’t) try to resend emails to customers: is it annoying or acceptable?
The 5 questions you must ask yourself if you don't want to have regrets.
What results can you expect from email resends ( is this what you expect? ).
Let's get started.
There's no doubt about it: writing quality messages takes time.
So, if after putting in a lot of hard work you see a poor afghanistan whatsapp number data 5 million return on your investment and someone (like me) suggests you try again, I understand that the first reaction is " but is it worth it? "
The answer to this question is: yes, you should resend emails.
But not all of them .
Your customers receive a ton of emails every day, it's easy to miss a message in a crowded inbox.
Did you know that...
The average worker spends 28% of their workweek on email, or more than 11 hours a week.
The average company is expected to send and receive approximately 126 work-related emails per day (or 620 emails per week) over the course of a year.
Let's do some math:
(620 emails per week) x (52 weeks per year) = 32,240 work emails sent and received annually
Can you imagine them? And imagine if they were all real letters!
Every mailbox would explode.
Resending every single one of your email campaigns isn’t necessary. But resending one or two may be enough to get them in front of more people.
Why You Should Resend Emails
Resending email campaigns gives you a second chance to engage your contacts:
Giving them a second chance to open a message they hadn't opened before.
Giving them a second chance to click on a message they opened but didn't click on.
Testing new emails (with different text, different images, etc.) to see which version works best (in case you want to reuse it in a future funnel).
And, we might add, giving an email campaign a second life can greatly increase your open and click-through rates, even if the end goal has to be more important.
What good is an open or click if it doesn’t lead to a sale, signup, or other solid customer connection?
Bottom line: Better open rates and click-throughs are great, but the real purpose of an email is effective engagement, which leads to conversion.
Think about the long-term value you want to provide to customers and the type of relationship you want to build with them, not just the temporary value of an email itself.