So you had an email that tanked. Or an email fundraising campaign that’s limping along. Or you just want to give an extra boost near an advocacy deadline.

Should you resend email to non-openers? Sometimes.

Sad no email

Image source: https://flic.kr/p/fnTjdR

Technically speaking, a resend is sending the exact same message to the nonopeners of the original email. DON’T do this. Your deliverability can suffer.

When should you resend? 

If the email tanked, ask yourself why. Timing, content, subject line? Will tweaking any of those elements and resending yield better results, or be more of the same? More often than not, the answer is — don’t resend a dud. Try something else.

If the email performed well, consider resending. Why? You’re betting on a winner. In my fundraising campaigns, I plan resends near deadlines – one email in the morning and a resend at night, for example. And I often raise 50 percent of the original send, with very little effort.

TIPS FOR RESENDING FUNDRAISING & ADVOCACY EMAILS

  • Don’t resend a dud
  • Only send to people who didn’t open, or who opened and didn’t respond, the first time
  • Change the subject line, even if it’s just a little
  • Include a SHORT lift note in the resend
  • Consider adjusting the time of day, or day of the resend

PHRASES YOU CAN USE IN RESEND SUBJECT LINES

jewishvoiceresend

  • FW
  • Wanted to make sure you saw this
  • Did you see this
  • [Only hours left] + original subject line
  • [Last chance] + original subject line
  • [Last ask] + original subject line
  • [Final call] + original subject line
  • [Final push] + original subject line
  • [Last ask] + original subject line
  • [Deadline] + original subject line
  • [Are you in?] + original subject line
  • [1 day left] + original subject line
  • Did you forget something?

MORE RESOURCES ON RESENDS

Can Resending an Email Improve Your Open Rates? 
http://blogs.constantcontact.com/resending-email/

Resending Email: Good Idea or Terrible Idea? 
https://sendgrid.com/blog/resending-email-good-idea-terrible-idea/

How to Resend an Email to Non-Openers the Smart Way
http://www.vision6.com.au/blog/how-to-resend-an-email-to-non-openers-the-smart-way/


Have you tried a resend? How did it go? Share your experience in the comments.

 

Published On: August 11, 2016|Categories: Nonprofit Communications|

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