Should You Resend an Email to Non-Openers?

Technically speaking, a resend is sending the exact same message to the non-openers of the original email. Don't do this. Your deliverability can suffer.

When should you resend?

If the email tanked, ask yourself why. Timing, content, subject line? Will tweaking any of those elements and resending yield better results, or be more of the same? More often than not, the answer is—don’t resend a dud. Try something else.

If the email performed well, consider resending. Why? You’re betting on a winner. In my fundraising campaigns, I plan resends near deadlines—one email in the morning and a resend at night, for example. And I often raise 50 percent of the original send, with very little effort.