• Last updated: Oct 17, 2016
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When it comes to re-sends in email marketing, there are two schools of thought:

  1. Re-sends are a great way to increase conversions/revenue at near zero extra cost
  2. Re-sends are an ineffective and lazy strategy that reduce average open and click rates

So which is true? We set out to investigate on a sign-up campaign for our subject line prediction tool Touchstone. Being an email marketing agency, we knew a simple email campaign would boost sign-ups and decided to add a re-send 5 days later. The results are below:

Sure enough, the first email produced a significant spike in sign-ups as well as delivering an acceptable open and click rate (OR: 23.6% | CR: 4.3%). So far, so predictable. 5 days later we re-sent exactly the same email to non-openers with a different subject line. Had we done this for a client the maximum cost would have been $95 as there are no creative or build costs. As expected, the re-send produced a much lower open rate of 11.0% and a reduced click rate of 3.5%.

It'€™s often at this point those metrics would be used to dismiss the re-send as a failure. Open and click rates dropped, so it didn'€™t work. But take a look at the sign-ups. They nearly doubled! So what's going on? In short, subscribers can't interact with an email they don't receive. This re-send gave us a second bite of the cherry for free. As is often the case with a re-send, the CTO rate is higher because the keenest subscribers opening the initial send were repressed. So, although there are now fewer openers on the re-send, those that do open are more likely to click because they haven'€™t just opened based on the sender. And, as they are more qualified clicks, the conversion rate is higher too.

So, next time your sign-ups, conversions or revenue need a boost, why not try a re-send? They really do work. And watch this space for more behind-the-curtain reports.