Wednesday, 6 November 2019

Perfect Timing to Manage Resending Campaigns

You create unique content for your audience and send it to them through your emails. But it is not always necessary that you get the desired response back, even from your most loyal and important customers. In cases like these when customers miss out on your emails, the option would be to resend your email campaigns back to your audience.

According to a survey, re-sending email campaigns could increase the email open rate by 8.7 percent. Resending campaigns works well in today’s era because customers open the emails from all sorts of devices.
“Don’t continue to do what you’ve always done, just because it’s easy to do.” Ian Minnis

Consider some easy tips and tricks to effectively manage your email resending campaign.
                                                              Correct Audience                                                            
For any business, the list of an audience is huge. Everyone on your list will not necessarily open your email. Some users might have images disabled in their emails or might not click on any of the links provided.

Make sure your target audience are only those who didn’t open your emails the first time. If you send your campaign again to all those in your list, people might mark you as spam. Thus, it is advised to maintain a separate list of such audience as ‘Did not open the first time’.
“A small list that wants exactly that you’re offering is better than a bigger list that isn’t committed.” Ramsay Leimenstoll

                                                              Selective Emails                                                            
Resending emails can be a helpful tool if selective and important emails are sent back again. If your first email had a sense of urgency, you may resend it as a follow-up email.

Suppose you have a weeklong sale in your store. The first email can be sent on the first day of your sale while you may resend it with a few modifications on the last day.

You can also play with the content at times by giving your resending emails a refreshing matter. Just keep the cruxes of the mail, adding a fresh start or heading that your audience can look forward to.
                                Tweak the Subject Line of your Resending Campaign                             
Create a sense of urgency such as ‘Hurry’, ‘Know what you missed last week’ etc. Tweak your subject lines in such a way that attracts and compels your audience to open up the email this time. Most of the customers would simply scan through their email boxes and look for relevant subject lines.

Cut down on the subject and remove any spamming keywords such as ‘Free’ etc. You may also include a deadline if required. Consider the example of Manchester Animal Shelter, whose one of the subject line is “Cruisin’ 4 Critters is August 2nd Register Today!”
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                                                   Check For Unsubscriptions                                                      
Ideally, your resending campaigns should promote conversions for your business and earn you a list of more subscribers. But do keep an eye on the number of unsubscribers after you resend your email. If the number spikes, stop resending the email and check for the sending frequency.

What Is The Perfect Day To Resend Your Campaign?

Various studies and market research have been conducted to identify the perfect day and the appropriate timing, for resending emails to the recipients, who did not open your email marketing campaign, the first time.

One way of finding the perfect day is to test by sending your email campaign to your audience and observing the days when the highest number of email open rates or conversions are observed. But according to a market survey, only 49 percent of the businesses are currently adapting this method and testing the time and day. The rest of the businesses in the market already seem to know the facts and are working upon them successfully.

Most of the email data analytics research conducted by, and GetResponse, demonstrate that weekdays earn more customer responses than weekends. Here are some of the statistics:

A study conducted by GetResponse analyzed 21 million emails sent in the US. The results clearly supported the fact that most email traffic was observed on weekdays, out of which the peak was observed on Tuesday and Thursday. Saturday and Sunday showed high click through rates, the actual number of emails opened was low.
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There are different patterns of responsiveness for different days of the week, most of which indicate Mondays to be the sad days for email action from recipients. Though these statistics vary from business to business, finance and material perform poorly on weekends, while art, hobbies and retails do better in comparison.
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Furthermore, analysis of a billion emails by Mailchimp confirms that Thursday and Tuesday are considered as the best days to send emails.
Image source: Mailchimp,

While Tuesday and Thursday were excessively popular in the research to send emails, Wednesday was mentioned several times. Click through rates are observed high on Wednesday. So, if you send your email marketing campaign once a week, let it be on Tuesdays according to the statistics. If you are sending it twice, send it on Thursdays.

When Is The Best Time To Send Your Campaign?

We have probably heard all our lives that timing should be perfect to obtain the desired results, which is exactly the similar case when you resend your email campaigns. Correct timings ensure that you get the correct response and increased email marketing analytics. High click-through rates (CTRs) along with increased conversions are some of the pros of sending your email campaign at the correct time and day.

Beginning in the morning, 6 am is considered one of the befitting timings for sending emails. Early morning is the time when people check their emails even before getting out of bed. According to the statistics, 50 percent of the people start their day by responding to emails in bed.
Fact: 58 percent of adults check emails, first thing in the morning.
The most popular time to resend your emails marketing campaign to your audience, according to the marketing analysis is 10 am.  Late morning email send timings are thought to bring more conversions as it is also the peak hour when customers open most of the emails in their mailboxes. Another notable peak time is 11 am.

2 pm is the time of the day when people need distractions to check out of their monotonous work mode. This time may be considered as their eating out time or just a little break, in which people tend to check their mailboxes.

Midnight is another one of the quintessential timings to resend your emails. 8 pm is thought of as an appropriate time to send your emails and get higher click through rates.  It might seem as an unlikely time to send email campaigns but according to the Campaign Monitor, people are most likely to check their emails before going to bed.
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Thus, morning time beginning from 9 am to 11 am is deliberated as the perfect time to resend emails. Summing up the entire analysis, 53 percent of emails are opened during the workday between 9 am to 5 pm.
Image: Campaign Monitor

The analysis of timings from Mailchimp and Wordstream suggest that 2 pm is the peak timing to send emails.
Image source: Mailchimp, Wordstream

1.Test your emails for the best day of the week.
2.Take help of Google analytics, to understand your highest click through and conversion pattern for these days.

Resending emails will let you drive your important messages without recreating them from the scratch. It can thus, also be considered as an opportunity to learn what appeals your audience and gives a spike to your statistics. Make changes in your resending campaigns by focussing on the interest of your subscribers. Keeping all the facts and figures in mind, the best would be to try these for your own business emails and come up with the rate of success for your resending campaigns.

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