How do I re-address non-openers of a mailing?
Suppose you have sent the mailing "Garden Exhibition" and want to resend to non-openers. Open the "Garden Exhibition" mailing in the archive. Then click on the "Send" tab and in the "Late send" section at the bottom, click on the button "Create Mailing to Non-Openers".
The original mailing is copied, and the correct non-opener target group is automatically created and assigned. You can now adjust the mailing and send it as usual.
- The tracking of opens is technically quite imprecise. Approximately 30% of recipients do not load images in their email clients, meaning the open tracking pixel is not triggered. If no link in the mailing is clicked, the open is not recorded.
- For recipients without profiling consent (click behavior tracking), opens are generally not recorded.
- Double sending increases the risk of annoying your recipients and causing unsubscriptions.
A good compromise is to use the original subject line and add a word like "Reminder". This avoids presenting new content to intentional non-openers and unrecognized openers while still generating the desired attention for those who may have overlooked or forgotten the mailing.
How many additional opens/clicks/conversions did you achieve, and how many subscribers did you lose due to unsubscriptions?
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