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Sometimes I have such a visceral response to an email marketing tactic that I can't help posting my hot take about it on LinkedIn.
Like resending newsletters to subscribers who didn't open them the first time.
The responses to that post told me I'd struck a nerve:
“I've wondered if you're 'supposed' to resend to unopens but it feels so pushy and annoying that I just ignored it. Glad to hear it really IS pushy and annoying.”
“As a subscriber to many emails, I cannot possibly read them all, so I pick and choose what is most relevant at that time. If someone were to keep sending content that I intentionally did not open, I would be more inclined to unsubscribe.”
“If I didn't read/reply to your newsletter the first time, then I have it flagged to read later or I've already deleted it. Either way, receiving it twice would be annoying!”
“Thanks for affirming my uneasiness about resending. I did it a few times last year, but started to feel weird about it.”
Then two thoughtful responses gently nudged me off my soapbox and reminded me to practice what I preach when working with my 1:1 email marketing clients, which is blending email marketing best practices with what works for their business.
(And to avoid one-size-fits-all advice.)
I reached out to the two people in that post who shared about why their clients sometimes do resend.
Email strategist, copywriter, and storyteller Toby Myles shared that one of her clients resends her newsletter the next day, changing only the subject line, and it often pays off in terms of sales:
“
For the first send we're seeing about 40% open rate and the 2nd send about 11% open rate. I do a monthly recap of metrics and while the 2nd email doesn't always result in sales, sometimes it does.”
Marketing Strategist Kristi Mitchell told me:
“
“I’ve always told my clients it’s a good idea to send to non-openers, especially if they’re a client that doesn’t email that much, so like once a month emails.”
However, Kristi added that she doesn’t recommend this approach for her clients who send weekly or more frequent newsletters.
I've done it myself on occasion under specific circumstances, such as when I polling my subscribers in the fall or when I sent a promotional email last spring.
So as I come back to this idea of resending emails to people who didn’t open the first time, I’m brought back to the intent vs. impact framework.
(Which is something I wrote about nearly a near ago.)
What is your intent with resending newsletters?
Ask yourself, “Why am I resending my newsletter to people who didn’t open it?”
- Is this time-sensitive or urgent information that your subscribers might miss out on?
- Was it a particularly relevant resource or piece of content?
- Was there an issue the first time you sent it and you want to make sure people actually received it?
- Am I trying to boost sales for a specific offer?
What is the potential impact?
Then consider the experience you're creating:
- Some subscribers could've missed it first time around and might welcome another opportunity to read it
- Others might've made an intentional choice not to engage, and now you're overriding that choice
- Some could see duplicate emails before they've even opened the first one
- Your readers whose privacy settings blocked open tracking get penalized with redundant content
So with that in mind, here’s my feet-planted-firmly-on-the-ground, more nuanced response to my hot-take:
Resending newsletters or marketing emails occasionally, with a clear purpose, can work.
Especially if you email infrequently, have time-sensitive information to share, change up the subject line, and add in a little note about why you’re resending it.
But personally, I don't advise resending as a standard practice.
Take it one step at a time,
Bev
P.S. This is exactly why I don't give blanket advice to my clients.
Every decision, from whether or not to onboarding new people on your list, needs to align with YOUR business model, YOUR values, and YOUR subscribers.
Book a free consultation and we'll talk through your specific situation. No one-size-fits-all advice, I promise!
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As a solo business owner, I strive to incorporate my values of environmentalism and anti-racism and to build an inclusive and equitable business. I believe Black Lives Matter and I stand for LGBTQIA+ rights, including the rights of Transgender and Intersex people.
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600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246
