Resending Campaigns to Non-Openers
The Resend to Non-Openers setting on Regular campaigns lets you schedule a follow-up send of your campaign to recipients who do not open the original email. When configuring the setting, you can update the subject line and preheader for the resend to improve your chances of engagement.
How to Set Up a Resend to Non-Openers
Before you can configure a resend, your campaign must be fully set up and ready to schedule. Work through the Setup, Design, Contacts, Preview, and Test steps first, then navigate to the Schedule step.
Step 1: Open Advanced Sending Options
On the Schedule step, scroll down past the Scoring section to find the Advanced Sending Options section (near the bottom of the page). Click the Advanced Sending Options section header to expand it if it is not already open.
Step 2: Enable Resend to Non-Openers
Inside Advanced Sending Options, check the box next to Resend to non-openers. Three additional fields will appear below the checkbox:
Step 3: Fill In the Resend Fields
Complete the three fields that appear:
Settings to configure
- Resend Date and Time (required)
Select the date and time you want the resend to go out. This must be after the original campaign’s scheduled send time. The time zone shown defaults to your account’s time zone setting — in the recording this shows as (GMT-05:00) Eastern Time (US & Canada).
- Resend Subject Line (required)
Enter a new subject line for the resend. This is the subject line that non-openers will see when the resend arrives in their inbox. Updating this gives recipients a fresh reason to open the email. You can also use the Add Merge button to insert merge tags for personalization, or use Make Conditional to show different subject lines based on contact data.
- Preheader Text (optional)
Enter preview text that will appear next to the subject line in the recipient’s inbox. Updating the preheader alongside the subject line gives the resend the best chance of being opened.
A different subject line is the most important factor in improving open rates on a resend. Try a different angle, a question, or a more direct call to action.
Step 4: Finish Scheduling and Save
After filling in the resend fields, make sure you have also selected a send time for the original campaign in the ‘When do you want to send this campaign?’ section at the top of the Schedule step. Then click Save in the top-right corner to save your schedule settings.
The resend will only go to contacts who did not open the original send. Delivra determines non-openers based on open tracking data from the original mailing. Contacts whose tracking preferences are set to ‘Not Allowed’ will not have their opens tracked and may be included in the resend even if they opened the original email.
Important to Know
- Resend to Non-Openers is available for Regular Email campaigns only.
- The resend is sent to recipients of the original campaign who did not open it. It is not sent to new contacts added to the segment after the original send.
- The email content for the resend is identical to the original campaign. Only the subject line and preheader can be updated.
- You must set a Resend Subject Line, this field is required when the resend option is enabled.
- The resend is configured at the time of scheduling, before the original campaign goes out.
- If you need to make changes after saving, return to the Schedule step and update the fields before the original send goes out.
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