How to resend emails to unopened subscribers through Mailchimp

Chimp laughing

Resending emails to improve engagement levels of a campaign can be a contentious tactic. Imagine if every digital marketer used this approach; our inboxes would be weighed down by even more junk. You could also argue that unopened subscribers have self-segmented after reading the subject line, so marketers should focus on segmentation and appropriate messaging first. Then there’s the risked increase of unsubscribes you may get when subscribers get tired of your constant bombardment of emails.

However, there are moments and important announcements that do constitute using this tactic. If for example your campaign has been overshadowed by a major news event and you have noticed that open and click through rates are lower than usual. Or if you holding a week-long sale and you’ve sent the email on Monday, but need a mid-week boost. Resending is an option.

Before we run through how to set up the campaign, here’s a few tips to help you get it right:

  • Only resend emails to unopened subscribers. If they’ve read it, chances are they don’t need to see it again.
  • Consider the timing of the email – most emails are read 24 hours after the initial send; so at least wait until after that period.
  • Think about giving the subject and content a refresh. A major event could explain your low open rate, but it may be down to a poorly targeted subject line.
  • Watch out for unsubscribers as you don’t want to annoy your loyal base of followers / customers.

Now, to organise your resend campaign within Mailchimp follow these simple steps.

Step 1: Goto your campaigns and identify the email you would like to resend. On the View Report drop down select “Replicate”

Mailchimp replicate campaign

Step 2: You will then be asked who you are sending the email campaign to. Select “Group or new segment”

Mailchimp select group

Step 3: You will then need to ensure subscribers match “all” of the following conditions (it defaults to “any”)

Match all

Step 4: The first criteria is to identify which campaign you want to target. Here we are choosing those that were sent the original email on 22nd November.

Criteria selection in Mailchimp

Step 5: As we only want to target a subset of this audience, we need to add another criteria. You can do this by selecting the “Add” button:

Audience selection2 - ADD

Step 6: For the second criteria we need to select the condition of the subscriber. So here we have stated that they “did not open” the original email that was sent on 22nd November.

Additional selection criteria in Mailchimp

Step 7: Once you have your criteria set, select “Next” to move on to the editing stage.

Here you can update all the content that was in the original email.

NOTE: if you have Google Analytics tracking integrated, it may be worth giving the campaign a slightly different name, so you can assess the engagement and conversions of the first vs second email.

The following steps mirror your standard email editing and review process within Mailchimp. However, once the email has been sent, it is important to monitor the performance of the resent email. This will help inform you as to whether it is a beneficial email tactic for you to deploy again at some point in the future.

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