Remailing Reminders for the Holidays

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.

Remailing is a great way to drive additional revenue, and it’s a proven moneymaker! 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, it may not be quite that simple, but remailing really does bring in the revenue.

Now that the holidays are getting closer (Trust us, they’ll be here before you know it!), clients have been 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. Look at your metrics, and focus on the ones that are giving you the most conversions.

Another idea for the holidays is to remail those campaigns that have actually not performed well, the ones that didn’t generate as much engagement or revenue. With these cases, 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

Every year, holiday email volume increases. When remailing, it’s important to consider your subscribers’ experience and be aware of how many emails they receive from you in one day. Having a holiday plan in place in advance is key in helping you outline a remailing plan without 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

As you’re sending to subscribers that have previously ignored you, you want to be sure your message stands out in their inbox. The key is to update your subject line. Check out some sample subject lines for inspiration:

  • 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

One of the most important tasks for remailing is testing. 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. Be sure to monitor your unsubscribes and complaints as you don’t want to see those rates increase over those for your average emails.

If you are seeing great results from remailing, I would love to hear about it. Feel free to share in the comments below.