The phrase “one weird trick” usually sets off alarm bells, but what if I told you there was one weird trick that could increase your open rates by 8.7%? It’s true, and I have the data to prove it. All you have to do is resend your campaign to subscribers who didn’t open the first time.
Open rates on resend campaigns don’t perform as well as they do on the first send, but they’re not terrible, either. We looked at 1,300 instances where the user sent a campaign and then re-sent it shortly after. The average open rate on the original campaign was 26.7%. That’s not bad, but these users knew they could do better, so they re-sent the campaign and got enough new opens to increase the original open rate by 8.7 points. That’s a significant-enough chunk of your list seeing a promotion that could make or break your quarter.