You may have heard the term did-not-open campaign before, and it's exactly how it sounds. A did-not-open campaign is an email resent to people who received it but didn't open it the first time, usually because of poor timing or a simply missed message, which is easy to do in the busy lives we all lead.
Have you tried this strategy before? It's a strong way to squeeze extra sales from work you've already done, without building a whole new email. But it carries risk too. It can produce low open, click and order rates, which in turn harm your deliverability. So how do you know when to send one, and how do you make it as successful as possible? Here's the breakdown.
fresh subject
Same email, a new subject line, and a second shot at the customers who missed it first time round.
When should you send one?
Tempting as it is, a did-not-open isn't something to send after every email. Reserve it for your most successful campaigns, a Black Friday sale or a new product launch, for example. These typically produce higher open, click and placed-order rates, which means a stronger chance of delivering those same results on a second send.
Extra sales from an email you've already built, reaching engaged subscribers who simply missed it.
A weak resend drags down open and click rates, which can harm deliverability with long-term repercussions.
So let the results guide you. This doesn't mean firing off a did-not-open after every promo:
Rates on the first send were above average. A second send has a strong chance of repeating them.
Rates were low. A failed did-not-open can impede your data and cause lasting harm, so leave it.
How do you send one?
Klaviyo's follow-up functionality makes this easier than ever. Just before you schedule, you're prompted to add a follow-up email:
Toggle on the follow-up email before scheduling your campaign.
It automatically sends to engaged subscribers who missed the first iteration.
Add a new subject or preview line. Always change it up, you want fresh attention this time.
Long enough for the initial buzz to cool down, short enough that the topic hasn't gone irrelevant.
A did-not-open is a second chance, not a second guess. Let the data decide.
Other considerations
Did-not-opens aren't just about swapping the subject line. Other levers worth testing include:
They also don't suit every brand. Some see exceptionally low opens and clicks on a resend, others see higher unsubscribes. Examine your data after each send to decide whether this strategy fits your database, or whether another approach serves you better.
Let's squeeze more from every send.
Understanding the logic behind did-not-open campaigns takes time you may not have. Ready to improve your open rates and purchases but not sure where to begin? Our team can help.
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