One Easy Way to Double Your Email Open Rate
It's no secret that I love e-mail marketing – so much that I even created an entire course about it! Although I've had a lot of success with it, I'm still constantly looking for ways to improve. I tried something completely new to me, and it paid off to the tune of double the usual number of opens on my e-mail!
When you're looking at your e-mail list, I think it's so important to think about not only how many subscribers you have but how many people actually look at your e-mails! That means you need to look at both how many subscribers you have and your open rate together. You want to constantly be increasing the number of people who actually read your e-mails.
That said, let's get right to the quick and easy way to improve your open rate. You can resend your e-mail to everyone who didn't open it. Sounds simple enough, right? Many e-mail providers make this really easy to do. Convertkit (which I use and recommend: details about it here) makes it ridiculously easy with a “resend to unopens” button inside each e-mail plus I love the way they roll up the stats for the e-mail.
When I tried it out recently, I wasn't quite sure what to expect. If someone didn't open my first e-mail, what are the chances that they would open the second one? Well, I was pleasantly surprised that slightly MORE people opened the second e-mail as did the first, essentially doubling my open rate! Yeah! I'll let the stats speak for themselves.
If you want to do this for yourself, here's some advice I have:
1) Don't do it all the time with every e-mail. Save this for very important e-mails that you really want people to see. If you did it all the time, you would likely annoy your subscribers.
2) Wait at least 24 hours before resending. If you resend too soon, a lot of people haven't checked their e-mail yet and will end up seeing both e-mails at the same time. I waited about 3 days to resend mine.
3) Change the subject line of the second e-mail. At a minimum, the resend e-mail should have a completely different subject line. Ideally it would have slightly different content as well. That way if someone does read both they won't be getting the exact same e-mail twice.
How about you? Have you tried this yet? How did it work for you?
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What a simple intervention to help the open rate! Yes, it makes sense to only do this for important messages. Thanks!
Laura @ The Turquoise Home Says
I have wondered about using this option in Convert Kit. I just tried it from my newsletter that I sent last Thursday! I typically send newsletters on Tuesday, though, and I think I’ll start re-sending to my unopened people on Fridays. Thanks for sharing!!
So simple & practical! Love this. Thank you!
Genius! I was wondering… I noticed you had double the open rate, but also double the unsubscribes 🙁 Do you think it’s worth the risk of having so many more unsubscribe?
You’re a blessing!
LauraJane SaysPost author
So, I actually didn’t really have a HIGHER RATE of unsubscribes. I had the typical number of unsubscribes for each person who opens the e-mail. Meaning in general for about 15% open rate, I generally have about 170-200 unsubscribes. I had this on each e-mail. Therefore, I don’t think sending an extra e-mail annoyed many people enough to unsubscribe. Of course, by sending more e-mails, I give more people the opportunity to unsubscribe. However, those are people who I don’t really want on my list anyway because they’re not interested in what I’m talking about, so it doesn’t bother me at all.
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