How To Create Better Email Follow Ups

Are you looking for ways to improve your email follow ups? Want more of your subscribers to open, read, and take action on your emails? Here are 7 tips to help you increase your open rates, click-through rates, and conversions. 

7 Tips For Better Email Follow Ups

If at first you don’t succeed…Resend!

Marketers have an edge when it comes to email vs. traditional channels: They know who did or didn’t open the first email, and they can act accordingly by sending more email.

Sending more email? When everyone is fearful of over sending? Yes! Send more email!

Although every marketer has to determine their own ideal email frequency in order to maximize email marketing ROI without causing a rash of spam complaints or unsubscribes, there is a kind of email that can be done on a case-by-case basis regardless of ideal frequency: the resend.

Resending emails to subscribers who didn’t open the first email is a tactic that can increase open rates and click-through rates and conversions. It’s a way of sending more emails without seeming to.

Resending email is the practice of sending the exact same email to the non-openers of the original email, preferably with a different subject line (and possibly other tweaks described below).

That is a quick win: minimum effort, extra results.

The results can be quite high: The non-profit Avera McKennan Foundation boosted their donations by 55% by sending an email twice—first to all subscribers, and then with a new subject line to subscribers who did not open the first email.

It’s not really an increase in frequency
. Marketers sometimes shy away from resending emails for fear of overdoing their email frequency. In reality, however, most subscribers don’t see every email anyway. Just because an email is sent on a weekly or monthly basis doesn’t mean it is seen on a weekly or monthly basis.

For example, if a marketer sends a monthly email and averages an open rate of 25%, and 75% of the list has shown some activity in the past year.

Even in the best case scenario, can you see how many months it would takes for an averagely active subscriber to open even one of your emails? That puts frequency in a different light, doesn’t it? Resending seem a lot less intrusive as a result.

7 tips for intelligent resending and reminding

For those marketers who are ready to risk a little more frequency in order to generate more opens, click throughs and email marketing ROI, I offer these tips for intelligently resending and reminding:

Tip 1: Wait before sending the second email

Yes, don’t email the resend right away. The biggest number of opens will occur in the first hour after sending. But especially if your frequency is weekly or less, wait and give the long tail a chance to open the first mail.

You don’t want it to seem like you are swamping their inboxes with the same messages over and over again. Most people are subscribed to several different email lists and it can take a bit of time to weed through them and read the ones they are truly interested in. 

TIP 2. Be careful to whom you resend

Obviously, marketers only want to resend an email to someone who didn’t open the first one, but there are others too who shouldn’t get the second send.

Those are the people who took action already, by converting or buying, without clicking through on the email.

Your customers want to know that you pay attention when they buy. Resending offers to people who have already taken the intended action can make it look like they are just another number to you, and not an important customer. 

Being able to do this requires some integration of the email marketing software with the website and ecommerce systems but it is worth the effort to make sure no one gets annoyed by receiving an email promoting something they already bought or signed up for.

TIP 3. Send it on a different day and at a different time

Some of us are morning openers, some of us are opening email all day long.

Most brands have a combination of business and personal email addresses on their lists, and these different email accounts are checked at different times and on different days.

The best times of day to send emails to your audience can change, based on who your audience is and what their needs are. If you notice that more of your emails are opened in the afternoon, rather than in the morning, you might consider focusing on resending emails later in the day. 

Read more — 7 Tips For Better Email Follow Ups

Have you ever tried resending emails to subscribers who didn’t open and read them the first time around? Did you have better luck when you resent them? Have you noticed that sending emails at specific times of day works better for your audience?


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