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I get this kind of question a lot, and also see it posted on online forums hosted by various ESPs. The questions is: “Should I resend an email (ezine, offer, solo mailing) to my whole list or only to those that have not opened (or responded to) the original send?” Immediately following this question is: “How do I do that?”
I will leave the “Why?” for you to answer, because it will be different to different people. If you send your ezine once a week, then I’d say “Probably no”, but if you send it once a month, I’d advise you to resend perhaps 2 weeks after the original send.
With special offers and solo mailings, it will be different, too. These types of emails are more aggressive in nature, so you may want to consider resending these more often than you would a regular ezine.
In this short article I am going to give you the “How”: specific instructions on how to create a temporary list of subscribers who haven’t opened an email. This technique will work with any Email Service Provider system that shows you exactly which email addresses were registered as “opens”, but I will use Constant Contact as an example. If you’d like instructions on how to do this in 1ShoppingCart, email me.
This technique works in general, when you want to re-send an email campaign to a list, but exclude those subscribers who have previously opened or clicked on a link.
This way your new, temporary list “Resend xyz” will contain only those subscribers who have not previously opened your original email campaign.
Use this list to resend your email campaign, then delete it. If you intend to resend several times, then rename the “Resend xyz” list as “opened” and remove the “new” openers from it. Each time you do it, the list will get smaller and smaller.
Things to Keep in Mind When Resending Your Emails
You see, there are so many variables, and things to consider, and we’re out of time and space, as I am trying to keep this last issue of 2007 a short one.
Before doing any “open heart surgery” on your lists, save a backup copy of your active subscribers to your computer.
Copyright 2007 by Boris Mahovac – Your Ezine Coach
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