Remailing is a proven technique to drive additional revenue, and it’s simple — pick a campaign to resend to non-openers, change up the subject line, and … boom! … money starts falling from the sky! Okay, maybe it’s not that simple, but remailing really does bring in the revenue.

Christmas is right around the corner (trust us, it’ll be here before you know it!), so my clients have started asking how often they should remail and what their remail strategy should look like. Let’s discuss.

What to Remail

When you begin thinking about remailing, it’s important to remember that not every campaign needs to be sent out again. In my mind, there are two good options: You could look at your metrics and focus on the ones that have the best conversion rates. Or, you could remail those campaigns that have actually not performed well, the ones that didn’t generate as much engagement or revenue as expected.

Regardless of the route you take, I recommend making your remails more targeted. Consider sending to non-clicking openers or those who clicked but still failed to purchase.

When to Remail

When remailing, it’s important to think about your subscriber’s experience. How many emails are landing in that inbox every day – every week – from you? Before the season begins, develop a holiday remailing plan that will help you avoid overmailing your subscribers.

For example, maybe you plan to run a Friends & Family promotion for 2 days. Consider scheduling a remail to subscribers on the last day of the promotion letting them know they have “hours left” to take advantage of your offer. Be sure to change the subject line and preheader text to encourage them to engage with your message.

How to Remail

When sending to subscribers who’ve previously ignored you, do what it takes to make sure your message stands out in their inbox. The subject line is hugely important. Check out these sample subject lines that inspire urgency:

  • Last Chance to Get 10% Off!
  • Flash Sale Ends Tonight – Enjoy up to 20% off!
  • Only 4 Hours til Free Shipping Ends!
  • Don’t Forget $1 Shipping Ends Today!

Test, Test, Test

I’m like a broken record here, but it’s important to test, test, test. If you’re just getting started, try sending out a remail once a month between now and the holidays and see how it performs for you. If you see good results, increase to twice a month and then maybe once a week. Monitor your unsubscribes and complaints as you don’t want to see those rates increase over those for your average emails.

 

By Kellie Boggs, Marketing Strategist at Bronto Software. 

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