Sendinblue: Remarketing Emails to Non-Openers

In the dynamic world of email marketing, achieving high open rates is always the goal. But what happens to the subscribers who don’t open your emails? Do you simply write them off? Absolutely not! Ignoring non-openers means leaving valuable opportunities on the table. This comprehensive guide will show you how to leverage Sendinblue: resend to non openers strategies, transforming overlooked contacts into engaged subscribers and maximizing your campaign’s reach and effectiveness.

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Sendinblue (now Brevo) is your all-in-one command center for skyrocketing customer engagement and conversions. Seamlessly integrate email marketing, SMS, live chat, CRM, and powerful marketing automation into one user-friendly platform, designed to simplify complex campaigns and deliver measurable results without breaking the bank.

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Effective email list management extends beyond initial sends; it’s about nurturing every segment of your audience. For a foundational understanding of building a robust list, refer to our comprehensive guide: Email Marketing: The Ultimate Guide to Building Your List.

Understanding the “Non-Opener” Phenomenon

Every email marketer encounters non-openers. These are subscribers who received your email but did not click to open it. This can happen for various reasons, from a crowded inbox and poor timing to an uncompelling subject line or simple oversight.

→ Why Non-Openers Matter

• ✅ Lost Opportunity: Each non-opener represents a missed chance for engagement, a click, or a conversion.
• ✅ List Hygiene: A high percentage of non-openers can negatively impact your sender reputation over time, signaling to ISPs that your emails aren’t valuable.
• ✅ Segmented Potential: Non-openers aren’t necessarily uninterested; they might just need a different approach or a second nudge.

By actively targeting these subscribers with remarketing emails, you’re not just chasing opens; you’re building a more responsive and healthy email list. This proactive approach is key to long-term success in email marketing.

The Power of Remarketing Emails with Sendinblue

Remarketing emails to non-openers is a strategic tactic aimed at re-engaging subscribers who missed your initial message. It’s about giving your content a second chance to shine, often with a slightly different angle or incentive.

⚙️ How Sendinblue Facilitates Resending

Sendinblue (now Brevo), a leading email marketing platform, makes it incredibly straightforward to identify and target non-openers. Their intuitive interface and robust automation features are designed to help you recover lost engagement. This capability is central to effective re-engagement campaigns. For more insights on this specific feature, explore Sendinblue: Resend Emails to Non-Openers for Better Engagement.

The process typically involves:

1. ➡️ Identifying Non-Openers: Sendinblue’s campaign reports clearly show who opened and who didn’t.
2. ➡️ Creating a Segment: You can easily create a dynamic segment of contacts who did not open a specific campaign.
3. ➡️ Scheduling a Follow-Up: You can then send a new, targeted campaign to this segment, either manually or via automation.

Setting Up Your Remarketing Campaign in Sendinblue

Implementing a remarketing strategy for non-openers with Sendinblue is a streamlined process. Here’s a step-by-step guide to get you started:

◔ Step 1: Campaign Creation and Initial Send

First, create and send your primary email campaign as usual within Sendinblue. Ensure your initial email is well-crafted with a clear call to action and compelling content. For tips on writing emails that convert, see our guide on Email Copywriting for Beginners: Write Emails That Convert.

📈 Step 2: Analyze Campaign Performance

After your initial email has been sent and given sufficient time (e.g., 24-48 hours) for opens to register, go to your Sendinblue campaign reports. Here, you’ll find detailed analytics, including open rates, click-through rates, and, crucially, who didn’t open your email.

👥 Step 3: Segmenting Non-Openers

Sendinblue allows you to easily create a segment of contacts based on their interaction with a specific campaign:

• ✅ Navigate to the “Contacts” section in your Sendinblue dashboard.
• ✅ Click on “Segments” and then “Add a new segment.”
• ✅ Define your condition: “A contact who did NOT open a specific campaign.” Select the campaign you want to remarket.
• ✅ Save this segment. This dynamic list will automatically update as contacts open your initial email, ensuring you only target true non-openers.

👤 Step 4: Crafting the Remarketing Email

Your follow-up email to non-openers shouldn’t be a mere duplicate. Consider these changes:

• → New Subject Line: This is critical. Try a different angle, create urgency, or use a question. For instance, if the first was “Our New Product Launch,” the second could be “Did You Miss Our Big Announcement?” or “Quick Look: The New [Product Name]”.
• → Adjusted Preview Text: Use this space to add more context or a hook that wasn’t in the initial preview.
• → Slightly Different Content: Rephrase key points, highlight a different benefit, or add a new incentive (e.g., a discount code, a limited-time offer, or an exclusive resource).
• → Clear Call to Action: Reiterate what you want them to do.

⏳ Step 5: Sending the Remarketing Campaign

You can send this campaign manually or, for better efficiency, automate the process using Sendinblue’s Marketing Automation:

• ➡️ Manual Send: Create a new campaign and select your “Non-Openers” segment as the recipient list.
• ➡️ Automation Workflow:
  1. Start a new workflow (e.g., “Email Reactivation”).
  2. Set the entry point as “A contact opens/clicks/doesn’t open an email.” Choose “Doesn’t open” and select your initial campaign.
  3. Add a delay step (e.g., 24-48 hours) to give recipients time to open the first email.
  4. Add an “Send an email” action, selecting your remarketing email.
  5. (Optional) Add an “If/Else” condition to check if they opened the remarketing email, allowing for further follow-ups or list clean-up.

For more detailed automation strategies within Sendinblue, especially regarding re-engagement, check out Sendinblue Email Resends: Reaching Non-Openers for Better Engagement.

Best Practices for Remarketing to Non-Openers

While Sendinblue provides the tools, success hinges on strategy. Follow these best practices for optimal results:

⏱️ Timing is Everything

• ✅ Delay Strategically: Don’t send the remarketing email immediately. Give your audience 24-72 hours to open the first email. This prevents annoyance and ensures you only target true non-openers.
• ✅ Optimal Send Times: Consider when your audience is most likely to be active. Studies on email sending times can offer general guidance, though your audience’s specific habits are paramount. Read more on optimal email sending times.

✍️ Subject Line & Content Tweaks

• ✅ Intrigue, Urgency, Benefit: Experiment with different angles. “Did you see this?” “Last chance for [offer].” “Unlock [benefit].”
• ✅ Personalization: Using the subscriber’s name or referencing their previous interaction (if applicable) can boost open rates.
• ✅ Value-Driven Content: Reiterate the core value proposition. Why should they care? What problem does your email solve?

🔄 Frequency and Segmentation Nuances

• ✅ Don’t Overdo It: One or two remarketing emails per initial send is typically sufficient. Excessive resends can lead to unsubscribes or spam complaints.
• ✅ Exclude Recent Converters: Ensure your segmentation excludes anyone who completed the desired action (e.g., made a purchase, downloaded a lead magnet) from the initial email, even if they didn’t technically “open” it.
• ✅ Consider List Health: If a segment consistently fails to open any of your emails, it might be time for a dedicated re-engagement campaign, or even consider removing them to maintain list hygiene. For strategies on re-engaging non-openers, refer to Sendinblue: Re-engaging Non-Openers for Better Results.

Measuring Success and Optimizing Your Strategy

Remarketing isn’t a “set it and forget it” task. Continuous monitoring and optimization are key to maximizing its effectiveness.

Did You Know?

“Did you know that re-engaging inactive subscribers can be up to 5-10 times cheaper than acquiring new ones, making remarketing to non-openers a highly cost-effective strategy for email list growth?”

📊 Key Metrics to Track

• ✅ Remarketing Open Rate: How many non-openers from the first email opened your second one? This is your primary success metric.
• ✅ Click-Through Rate (CTR): Are they not only opening but also clicking on your links?
• ✅ Conversion Rate: Did the remarketing email lead to desired actions (purchases, sign-ups, downloads)?
• ✅ Unsubscribe Rate: Monitor this closely. A spike might indicate you’re being too aggressive or your content isn’t resonating.

🔄 Iteration and A/B Testing

Use Sendinblue’s A/B testing features to experiment with:

• → Different subject lines for your remarketing emails.
• → Variations in content and call-to-actions.
• → Different send times for the follow-up.

By continually testing and refining your approach, you’ll discover what resonates best with your specific audience, ultimately improving your overall email engagement.

Common Pitfalls to Avoid

While remarketing to non-openers is highly beneficial, there are traps to avoid that can undermine your efforts:

• ⛔️ Sending the Exact Same Email: This is the most common mistake. If they didn’t open it the first time, they won’t open the exact same email the second time.
• ⛔️ Being Too Pushy: Sending multiple follow-up emails for the same campaign can lead to subscriber fatigue and unsubscribes. Stick to one or, at most, two strategic re-engagement attempts.
• ⛔️ Ignoring List Hygiene: If a subscriber consistently remains a non-opener across many campaigns, they might be an inactive contact. Consider a dedicated reactivation email series or removal to maintain a clean list and strong sender reputation.
• ⛔️ Lack of Clear Objective: Every email, especially a remarketing one, needs a clear, singular goal. Don’t confuse your audience with too many asks.

Remarketing emails to non-openers is an essential strategy for any serious email marketer. By leveraging Sendinblue’s powerful segmentation and automation capabilities, you can effectively re-engage a significant portion of your audience that might otherwise remain dormant. It’s not just about getting more opens; it’s about nurturing your relationships, optimizing your campaign performance, and ensuring every subscriber on your list has the opportunity to connect with your valuable content. Embrace this strategy, and watch your email marketing efforts yield greater returns.