After an email marketing campaign, between 70% and 80% of users who receive it do not open the email. This is a significant percentage. The most common reasons why a user does not open an email are usually:
Does not recognize the sender
The matter discourages him from doing so.
He is not paying attention to our email at that moment (there are other emails that do catch his attention)
To improve openings among users who are in the first case (they don't recognize the sender), the work must begin at the moment of "capture". Opting for capture tactics that prioritize quality over quantity is a good start . Forwarding to non-openers is a good alternative to induce action among users who are in the last two cases. To do this, we have two variables to operate with: the subject and the time of sending.
Change the subject
It’s about saying the same thing in a different way. If a user didn’t feel like opening a “neutral” email like “New Winter Collection,” they might react to an imperative, exclamatory vietnam business email list text like “We have the new winter collection. Discover it today!” Those of you who have carried out systematic and rigorous AB subject line testing will recognize how one version versus another can affect openings.
Change the time of shipment
It is not always the case that a user opens his email at a time that is conducive to interacting with our email: he may not have enough time to pay attention to it, the other emails that “compete” with our email are more interesting to him, he is not mentally predisposed to focus his attention on that email, etc. We can assume that if a user received an email on Tuesday at 09:00 and did not open it because the time was not right, if he receives it again on another Tuesday at the same time it will not be a good time either. Continuing with the argument, it makes sense to think that a Tuesday at 15:00 or a Wednesday at 09:00 may be times when the user’s “situation” is different and more likely to facilitate interaction with the email. We are aware that we are in the realm of assumptions, not of evidence or facts, but we consider that they are reasonable enough to take into account.
To illustrate a resending action on non-openers, we provide data from a campaign recently carried out for one of our clients. What we did in this case was to resend the campaign 8 days later to those users who did not open the initial one. In this specific case, we kept the subject but changed the sending day. These were the results.
Forwarding to non-openers
Forwarding to non-openers
As we can see, there were 2,764 people who were not in a situation that facilitated interaction in the first message, but were in a situation that facilitated interaction in the second message. On the other hand, it is clear that there is a group of users who continue not to interact because they either do not recognize the sender or the subject dissuaded them from doing so. In this sense, it is important to evaluate REACTIVATION CAMPAIGNS on those INACTIVE users.
