Sendinblue: Resend Emails to Non-Openers for Better Engagement

In the dynamic world of email marketing, getting your message into the inbox is only half the battle. The real challenge lies in ensuring your audience actually opens and engages with your content. Despite your best efforts, a significant portion of your subscribers might miss your initial email. This isn’t necessarily due to disinterest, but rather overflowing inboxes, competing priorities, or simply bad timing.

This is precisely where the strategic art of re-engagement comes into play. For savvy marketers leveraging platforms like Sendinblue resend to non openers is a powerful, yet often underutilized, tactic to boost engagement and maximize campaign reach. By giving your non-openers a second chance, you’re not just improving your metrics; you’re nurturing valuable leads and potentially converting them into loyal customers.

This comprehensive guide will delve deep into why resending emails to non-openers is a crucial part of a robust email marketing strategy, how to effectively implement it using Sendinblue, and best practices to ensure your efforts yield impressive results. For a broader understanding of how email marketing can transform your business, explore our Email Marketing: The Ultimate Guide to Building Your List.

Why Resending to Non-Openers is a Smart Strategy

Imagine crafting the perfect email – compelling subject line, valuable content, clear call-to-action. Now imagine it never gets seen by a chunk of your audience. That’s the reality for many campaigns. Resending to non-openers isn’t about spamming; it’s about optimizing your legitimate efforts.

📈 Maximizing Reach and ROI

• ✅ Increased Visibility: A second send means another opportunity for your email to land at a better time for the subscriber, catching them when they’re more likely to engage.
• ✅ Improved Open Rates: Even a small percentage increase in your open rate across a large list can translate into significant additional views, clicks, and conversions.
• ✅ Better ROI: Since these are subscribers who have already opted into your list, the cost of reaching them again is minimal compared to acquiring new leads. You’re leveraging an existing asset more effectively.
• ✅ Deeper Segmentation Insights: Analyzing who opens the second email versus who never opens at all can provide valuable insights for future segmentation and targeting.

💡 The Psychology of a Second Chance

People are busy, and inboxes are crowded. A non-open doesn’t always signal disinterest. It could be:

• ➡️ Timing Issue: They were busy when the first email arrived.
• ➡️ Subject Line Blindness: The first subject line didn’t immediately grab their attention, but a tweaked one might.
• ➡️ Inbox Clutter: It simply got lost among dozens of other emails.

A strategic resend acknowledges these realities, offering a gentle nudge and a fresh opportunity for your valuable content to be seen. It’s a sign of persistence, not annoyance, when done correctly.

Understanding Sendinblue’s Approach to Re-engagement

Sendinblue (now Brevo) is an all-in-one marketing platform that simplifies the process of email marketing, including sophisticated re-engagement tactics. Their platform is designed to make it intuitive to identify and target segments of your audience, such as non-openers, for follow-up campaigns. You can learn more about general campaign creation on their help center.

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Sendinblue

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Sendinblue (now Brevo) is your all-in-one digital marketing hub, engineered to simplify and amplify your customer communication. From powerful email and SMS campaigns to robust CRM, marketing automation, and live chat, it provides the tools needed to nurture leads, drive sales, and build lasting customer relationships without the bloat or the steep price tag. It’s designed for businesses ready to scale their outreach and conversions efficiently.

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🔍 How Sendinblue Identifies Non-Openers

Sendinblue’s robust tracking capabilities allow it to precisely identify which recipients of your initial campaign did not open the email. This data is the foundation for creating a segment of non-openers. When you send a campaign, Sendinblue tracks various metrics, including who opened, who clicked, who unsubscribed, and who didn’t engage at all. This granular data empowers you to fine-tune your re-engagement efforts.

⚙️ The Resend Feature Explained

While Sendinblue doesn’t have a one-click “resend to non-openers” button for every campaign type (it’s often tied to automation or specific campaign duplication/segmentation), the process is straightforward and powerful. Here’s a general approach within Sendinblue:

1. ✅ Send Your Initial Campaign: First, send your email as usual.
2. ✅ Wait and Analyze: Give your campaign sufficient time (e.g., 24-48 hours) for initial opens to occur.
3. ✅ Identify Non-Openers: Navigate to your campaign reports within Sendinblue. You’ll be able to see detailed statistics. Sendinblue allows you to create a segment of contacts who did not open a specific campaign.
4. ✅ Create a New Campaign (or Duplicate): Duplicate your original campaign or create a new one tailored for the re-engagement.
5. ✅ Target the Non-Openers Segment: When setting up the new campaign, select the segment of contacts who didn’t open the previous email as your target audience.
6. ✅ Optimize for Re-engagement: This is where the magic happens. Don’t just resend the exact same email. Adjust the subject line, preheader, and potentially the call-to-action to entice them to open this time.
7. ✅ Schedule and Send: Send the re-engagement email. Consider the timing carefully.

For more detailed insights on effective re-engagement strategies, consider reading our article on Sendinblue: Re-engaging Non-Openers for Better Results.

⚙️ Best Practices for Resending Emails to Non-Openers

Resending isn’t about persistence for persistence’s sake; it’s about smart, strategic follow-up. Here’s how to do it right:

✨ Adjusting Subject Lines and Preheaders

This is perhaps the most critical change. If your first subject line didn’t work, a different one might:

• 💡 Add Urgency or Scarcity: “Last Chance to Grab Your Offer!”
• 💡 Reframe the Benefit: “Still haven’t seen our [Benefit]?” or “Don’t miss out on [Key Value]!”
• 💡 Ask a Question: “Did you miss something important?” or “Still thinking about [Product/Service]?”
• 💡 Change the Angle: If the first was direct, the second could be curiosity-driven.
• 💡 Leverage Emojis: A relevant emoji can make your subject line stand out, but use them judiciously.

⏰ Timing is Everything

Don’t resend immediately. Give your initial campaign at least 24-48 hours to collect opens. Sending the resend 1-3 days after the original is generally a good practice. Also, consider sending at a different time of day than the first email. If your first email went out at 9 AM Tuesday, try 2 PM Wednesday for the resend. For general guidance on optimal send times, refer to industry studies like those referenced by OptinMonster.

🎯 Segmenting Your Non-Openers Further

While resending to all non-openers is a start, consider further segmentation. For instance, if your list is large, you might create a segment of non-openers who haven’t engaged with any of your emails recently. This helps in identifying genuinely inactive subscribers versus those who just missed one email.

🎁 Offering New Value or a Different Angle

While the core message might remain, consider subtle changes to the email body:

• ➡️ Highlight a Different Benefit: Emphasize another key advantage of your offer.
• ➡️ Add a Bonus: “P.S. We’ve added an exclusive bonus just for you.”
• ➡️ Include a Testimonial: Social proof can be highly effective.
• ➡️ Change the Call-to-Action (CTA): Make it more prominent or reword it.

These adjustments can help capture attention that the initial send missed. For more strategies on maximizing your email reach, check out Sendinblue Email Resends: Reaching Non-Openers for Better Engagement.

Measuring Success: What to Look For After a Resend

Resending emails is only effective if you track its impact. Sendinblue provides comprehensive analytics to help you understand your campaign performance.

📊 Key Metrics to Track

• ✅ Resend Open Rate: This is the primary metric. Compare it to your initial open rate to gauge effectiveness.
• ✅ Click-Through Rate (CTR): Did the new subject line and tweaked content encourage clicks?
• ✅ Conversion Rate: Ultimately, did the resend lead to desired actions (purchases, sign-ups, downloads)?
• ✅ Unsubscribe Rate: Monitor this closely. A significant spike might indicate too frequent resends or irrelevant content.

Understanding and exporting your campaign statistics is crucial for continuous improvement. Sendinblue offers tools to help you do this, as detailed in their support documentation on understanding campaign statistics.

Did You Know?

“Did you know? Studies show that resending emails to non-openers can boost your open rates by an additional 10-20% without creating new content, making it a highly efficient strategy for marketers.”

🧪 A/B Testing Your Resend Strategy

Don’t just set it and forget it. A/B test different elements of your resend:

• 🎯 Subject Lines: Test two different subject lines for your resend.
• 🎯 Send Times: Experiment with different times of day or days of the week.
• 🎯 Email Content: Try subtle variations in the body or CTA.

Continuous testing helps you refine your approach and find what resonates best with your specific audience. You can also explore how other platforms handle remarketing to non-openers, for instance, in our guide on Mailchimp Resend to Unopened: Maximize Email Reach.

Potential Pitfalls and How to Avoid Them

While highly effective, resending emails can have drawbacks if not executed thoughtfully.

🚫 Over-Mailing and Subscriber Fatigue

The biggest risk is annoying your subscribers. If you resend every email, or send too many re-engagement emails within a short period, you risk increased unsubscribe rates and spam complaints. The goal is strategic follow-up, not relentless bombardment.

• 💡 Frequency Cap: Limit resends to non-openers to a select few, high-value campaigns.
• 💡 Vary Content: If you do resend often, make sure the follow-up truly offers new value or a different perspective.

🩺 Maintaining List Health

Persistent non-openers, even after several re-engagement attempts, might be disengaged or inactive subscribers. It’s crucial for your list health and deliverability to periodically clean out these contacts. Sending to highly unengaged subscribers can negatively impact your sender reputation.

• ✅ Implement a Re-engagement Series: For subscribers who haven’t opened any emails in a long time, consider a dedicated re-engagement automation series before removing them.
• ✅ Regular List Cleaning: Periodically remove subscribers who show no signs of life after multiple attempts.

In the competitive landscape of email marketing, every open and every click counts. Leveraging Sendinblue’s capabilities to sendinblue resend to non openers is not just a tactical maneuver; it’s a strategic imperative for maximizing your campaign’s potential. By thoughtfully re-engaging those who missed your initial message, you can significantly improve your overall email performance, nurture your leads more effectively, and ultimately drive better business outcomes.

Remember, the key lies in smart implementation: tweak your subject lines, time your resends strategically, and always keep your subscriber’s experience at the forefront. Embrace this powerful feature, and watch your email engagement metrics climb.