Remailing: It's Like Printing Money!

Kellie Boggs, Senior Marketing Strategist

Author Bio

With over nine years of experience in developing and growing email and cross-channel marketing programs to drive revenue, Kellie Boggs brings a track record of success in building multi-channel campaigns across a variety of industries. By working one-on-one with clients to understand their business model and goals, she provides strategic marketing guidance to increase revenue. Boggs offers experience in providing clients with industry best practices, message design, campaign optimization, list growth tactics, segmentation strategies and detailed analyses of marketing campaigns. She truly enjoys helping clients build their customer base, grow their email channel and increase revenue! In her spare time, Boggs enjoys chasing her toddler around and the motherhood adventure. She also enjoys attending NC State sporting events with her family.

Want to have an immediate impact on revenue? Consider remailing: sending out your original campaign, giving it a second chance, and sending to those contacts that did not open. But you want to be thoughtful and strategic when remailing. Let’s discuss some best practices that you need to consider:

1) Change up the subject line

You really want to catch your subscriber’s attention here. These contacts are the ones that ignored you the first time, so you want to use subject lines such as “Last Chance,” “Last Opportunity,” or “Don’t Forget.”  You can also use an entirely different subject line approach to spur interest as well. Check out some examples below that include the original email subject line and the remail subject line for inspiration.

Remail Subject Line Example

In order to remail, you need to create a segment to identify those contacts that did not open your email. You could also schedule automatic remails to the non-openers X days after each send. In many cases, you can go ahead and schedule the remail send at the same time you schedule your regular mailing.

Now that you know how to remail, who to target, and have some subject line ideas, the next important factor is the timing.

2) Timing is everything

I recommend you send your remail three to five days after the initial message has gone out.  The only reason to choose a different date would be if there were a specific reason, such as a promotion expiring, etc.

The common question when it comes to remailing is, “Am I sending too much?” The answer to that question is simply this:

3) Roll it out slowly and test it

Remails are a proven revenue driver; however, you should start slow. I recommend you first pick a promotional message to for remailing. Test it out once a month, or once every two weeks, and during that time be sure to monitor your unsubscribes and complaints. You want to be sure the unsubscribes are not increasing at a higher rate than the overall average blasts. Study your key success metrics, including additional opens and the additional revenue you drove from that remail.

At Bronto, some of our top retailers have driven an additional $9,000 to $40,000 from remailing, making up 20-30% of their total revenue. As one client remarked, “Remailing is like printing money.” So, if you do not give remails a shot, you are leaving money on the table!

For more advanced remailing, you can choose to remail to those contacts that have clicked but not converted and send them a “last chance” message. For other ideas on how to drive revenue, check out this post on 4 Ways to Drive Revenue Through Retargeting.

Remails are a smart and simple way to drive additional revenue, so what are you waiting for?  If you are already remailing and have seen success, I would love to hear about it. Feel free to share in the comments below.

  • We do a lot of follow up campaigns on our emails but instead of emailing just those that didn’t open our mail, we select those who didn’t click or take up the initial offer.

    We opt for this strategy because very often we could have people that opened the initial mail but “forgot” about the offer and just need a gentle reminder.

    I’d definitely recommend that marketers carrying out follow up campaigns should include subscribers that opened the mail.

  • Kellie.Boggs

    Hey Adam! I am glad remailing is working for you and it sounds like remailing to those contacts that didn’t click or convert works best for your business, which is great!

    For someone that is new to remailing, I recommend starting simple and remailing to just those non-openers and then based on that I recommend conducting specific remail tests to figure out the best way to address these contacts.

    For example is it best to send to the contacts that clicked through the message, but didn’t convert? Or, is it best to send to contacts who opened the message, but did not click? Or, to contacts that did not open the message? It really boils down to testing to determine the best remail strategy for your business.

    Again glad to hear your remail strategy is working for you!