Resending Unopened Emails Is Your Way to a Steady Open Rate

 In B2B Engagement Marketing

This blog post was originally published on the SendPulse blog.

Every business that aims for success in email marketing needs to increase their email open rate. It’s a common situation whereby one email campaign gets a high percentage of opens but another one doesn’t find any response at all.

And it happens in spite of the fact that users fill out a form with their email address at will.

So what methods can you apply to achieve a high open rate? Read on to learn the answer.

The Subject Line Makes a First Impression

Psychologists affirm that a first impression about a person is formed during the first 60 seconds of meeting. The subject line represents this first impression in a way, because it’s exactly what makes subscribers open the newsletters.

To make your subject line eye-catching, use these tactics:

1. Personalization

The easiest method to personalize your subject line is to include the subscriber’s name in it, also known as a variable.

Here are some examples of this eye-catching tactic in use:


In a study from Experian Marketing Services, they found that personalization delivered 26% higher unique open rates. For trigger-based email campaigns, personalization resulted in double the transaction rates compared to non-personalized triggered emails.

It’s evident from the graph that the practice of personalization increases the open rate; but in some industries, such as publishing and consumer products and services, you need to use something else.

2. Sender Field

Set the employee’s name in the ‘from’ field. Receiving emails on behalf of a real person is much more enjoyable than from an email address like: fromsales@company.com.

In the sender field, include the sender’s first and last name, as well as the name of the company.

In some email clients, it’s possible to upload a photo of sender. Adding a photo creates a more personal experience by allowing subscribers to visualize the person who’s writing to them. Once the email is opened, the recipient is more likely to appreciate and remember the content of the email, making them more inclined to open the next email.

 

3. Preheader

The email preheader is the fragment of an email that is located near the subject line. It can have a significant impact on open rates.

From a SendPulse analysis of 20 million emails, we found that emails with preheaders delivered 2-3% higher open rates and 1-2% higher click rates than emails without preheaders. 

You can read more about how to create the perfect preheader here.

4. Send Timing

According to the Radicati Group, more than 225 billion emails are sent and received each day.

It’s quite impressive, isn’t it? A huge number of emails are sent and received every day, and most of us don’t find time to read them all. Therefore, as an email sender, you need to choose the most strategic time to send your messages.

A report from Experian Marketing Services shows that highest email open rates are on Tuesdays, Saturdays, and Sundays, when email volume was lowest out of all the days of the week. The most active time for opening emails is between 8am and 12pm.

However, it’s important to focus on more than just research when planning your email campaigns. You should also tap into your own experience and observations, as your subscribers may follow another schedule — which is why the best decision you can make is to conduct a send time A/B test.

5. Resend Unopened Emails

What’s the advantage of resending unopened emails to your subscribers? It gives you the opportunity to change the subject line and the time of sending — without spending time creating another email but creating the impression that this email is a new one.

SendPulse’s Case Study: How Resending Unread Emails Increased the Open Rate by Almost 50%

The original email was sent to 56,636 recipients, with the subject line being “Results of the Week: The Date of the iPhone 7 Presentation and iOS 10 Beta 5.” 

 

Statistics of the first email:

Recipients who did not open the email received the second email with a slightly different subject line: “The Date of the iPhone 7 Presentation and iOS 10 Beta 5.”

Statistics of the second email:

As a result, the second (resent) email received an open rate of 6.96% — an overall open rate increase of 47.15%, for a total open rate of 20.04% between both sends.

To learn more about different ways to increase your open and click-through rates, attend next week’s live webinar presented by SendPulse, as part of BrightTALK’s Mark as Important: Modern Email Marketing Summit, live online from August 22 – 24.

 

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