For resending campaigns to be effective, they depend on many conditions, such as why the original message was not opened and when it is prudent to resend. Although it is a proven effective tactic, it is important to know how to implement it to avoid unsubscriber list unsubscribes.

Forwarding an email marketing campaign: What should you consider?

Everything surrounding the campaign is a factor to consider. Even the time at which the campaign was sent can directly impact the opening rates. Just because it didn’t work at one point, despite your best efforts, doesn’t mean it’s time argentina phone number data to give up. On the contrary, it’s an opportunity to study several criteria:

1.- Analyze who should receive the email

When deciding who you email marketing strategies for the return from vacation should forward an email marketing campaign to, you need to take into account several behavioral criteria related to what you are going to communicate. In other words, you cannot rely solely on opening rates, since japan number list this tracking alone is not reliable. Instead of focusing only on who opened the email, also evaluate the interactions.

The first thing to consider is those who did not click on the links. This data can help you know if users actually saw the content you sent. Many times people open the email and leave it without paying enough attention to the content sent , so the opening is not very useful when making the evaluation. In addition, some people do not have the option to view images in emails enabled and this interferes with the registration of the opening, so even if they did see it, it is registered as not.

On the other hand, you should also consider bounces. Soft bounces, to be precise. Alerts such as inbox full can help you know what happened with the delivery. In that case, that user is a good candidate to receive the Forwarding an email campaign again, since they were unable to see it for an external reason.

Finally, once you have analyzed why they did not open the email, you can resend the content. It is important to focus on those who did not open it, but you should also know the reason why they did not do so to avoid being intrusive.

2.- Do not forward all campaigns

You need to have a standard for which campaigns you are going to forward; not all campaigns can be a good candidate for forwarding. This tactic should be used responsibly, without indiscriminate forwarding.

Forwarding an email marketing campaign can be beneficial, but forwarding multiple campaigns can lead to something known as “email fatigue.” This term is used to describe the situation in which the recipient user is overwhelmed by the number of messages they receive from the same sender . This fatigue is very dangerous for your emails and negatively impacts all the campaign metrics, since the user simply decides to disengage from that content. It is linked to two other factors: irrelevant emails and incorrect frequency.

Focus only on campaigns that are truly important and whose receptivity is crucial for the business. You should make this selection based on a general rule: the value that this specific mailing provides. Ask yourself, for example, if it offers added value. If so, go ahead. If not, better wait. Content in your favor is ultimately the differentiating element. 

3.- Leave a time margin

Along the same lines as sending frequency, remember that it influences the way users see you. In other words, you need to set a frequency that is favorable for your brand but also pleasant for the recipients. This means that, under no circumstances, should you send more than one email on the same day. You must give it a break.

First of all, to have a conclusion about the user behavior regarding the mailing you just made, you need to let it take effect. People do not open their emails immediately. It depends a lot on the time and day it is received. But, in general, there is no way to make all subscribers open the email as soon as it arrives. The minimum you have to wait is 24 hours, from which point you can already have a general idea of ​​what has happened.

In addition to this analysis, it is important that you do not decide to resend an email marketing campaign on the same day because the filters could detect it as spam. Clearly, by sending the same content several times, the systems identify a potentially annoying behavior for the recipients . On the other hand, you should also vary the subject line and some details of the campaign, since exactly the same thing will happen if there is no variation in the content.

4.- Analyze your audience

Test and test. That’s the most important rule in email marketing. To find out what works, you need to set aside general criteria and focus on what works for your list. Generalized studies are fine, but they won’t always identify what your audience needs – only you can know that. So analysis and testing will be key in those cases. 

A good email marketing tool collects a series of data that will provide you with valuable information about your database. For example, at what time of day there are more openings, what type of content works best, which ones they have more interaction with, among other data. All of this will form a general idea of ​​who your audience is and what they want. In addition, you must have a good list segmentation system, that is, create groups with similar characteristics, such as age, region, sex or location.

With the MDirector tool you can automatically segment contacts, so you can optimize your list to know what to offer to each segment. In addition, this information, properly organized, will help you when deciding whether it is prudent to resend an email marketing campaign.

5.- Forward only once

Among the best practices for resending campaigns, this is one of the ones you should keep in mind the most . This way, you will have the same content sent only twice, that is, the original and your own resending. This is largely based on email fatigue, but there are more reasons. It is also influenced by the issue of anti-spam filters, which will quickly detect duplicate content, which will be detrimental to your brand in the long run.

But, moreover, and this may be the most important reason, the content has already missed its chances. When you sent the first time and it didn’t achieve what you expected, there may have been some barriers that interfered with the process. However, when you send it again and the results were very similar, you need to thoroughly review the campaign. If your subscribers were not interested in either opportunity, they probably won’t accept it a third time. In fact, they will find it annoying.

At this point, it is best to forget about that content and reformulate it to achieve the planned objectives. In addition, it is necessary to take good note of all the information that the process has left you. This way, you will have a clearer idea of ​​what to do and what not to do with future submissions.

6.- Set your goals

Once you decide to resend an email marketing campaign, you need to set clear goals regarding what you want to achieve. Set new metrics for this new action. These aspects to improve are translated as specific objectives . You can focus on evaluating the CTR and assigning it a certain percentage . Remember that each objective must be measurable and achievable over time. In this case, it could be, for example, increasing the CTR by 5%.

Once you set these limits, you are ready to resend. You should also use automation tools to help you not only send in bulk, but also to provide you with more optimal data analysis.

Other steps that will help you in the resubmission process are as follows:

• Modify and improve the subject line.
• Allow time before forwarding, both to evaluate and to avoid spam.
• Segment to reach audiences who didn’t really interact with the content.

Best practices for resending an email marketing campaign

A little more effort in a campaign already created can make a difference with respect to the results obtained, for this reason you need to modify certain elements to launch again:

1.- Change the look of the email

The first thing you need to consider is what you can improve to have a greater impact on your subscriber list. Often, a small change can make all the difference you need to improve. In this sense, it’s not about creating something completely new, but you can’t just resend what your contacts have already received. Remember that you can’t get different results by doing the same thing.

The most advisable thing in this case is to change the way the content is perceived. In the text you can reformulate paragraphs and improve the titles so that, even if it is the same idea, it is not received in the same way. This goes hand in hand with restructuring the subject line and everything that means a first encounter with the contact. In addition, you can vary images, colors, structure, design and all those elements that you consider may influence the user’s behavior regarding the content received.

Generally speaking, it’s about giving the same content a new look. This will avoid annoying users and ending up in the dreaded spam folder. The last thing you want is for your contacts to unsubscribe , so the effort is completely justified.

2.- Take care of segmentation

List segments can provide opportunities for your business, you just need to know how to make the most of them. It is very necessary to do it with specific criteria . For example, segmentation by age may not be very effective, since it does not allow you much creative room on what to offer. In that sense, the idea is to get to know your BBDD better, what they want, where they come from, what their tastes and interests are, what stage of life they are in, among others.

A well-segmented email list is the foundation of any email marketing campaign. In addition, each email send ends up being a test, as it allows you to find out what works and what doesn’t. But, in addition to this, you can help yourself with A/B testing, a resource that helps you with the receptivity of the public and gives you valuable information about what is most and best received. With these tests, you can find out if a particular email works well with a different segment of the list and why it didn’t have the same response with another segment.