You may have heard the term did-not-open campaign before. It’s exactly how it sounds. A did-not-open campaign is an email resent to those who received it, but have not opened it. This is likely due to poor timing or missing the email, which can be easy to do in the busy lives we all live nowadays.
Have you attempted this strategy before?
It’s a strong way to squeeze some extra sales out of your hard work, without needing to build an entire new email. However, it can also be risky, as it can produce low open, click and order rates for your account, which, in turn, harm deliverability.
So, how do you know when to send one, and what strategies can you employ to ensure it’s as successful as possible? We’ve detailed this information below.
When Should You Send A Did-Not-Open Campaign?
A did-not-open campaign, while tempting, is not something you should send after every email. We recommend reserving it for your most successful emails and campaigns. For example, a Black Friday sale email or a new product launch.
These campaigns will typically produce higher open, click and placed order rates compared to your usual sends. This means they have a higher chance of delivering the same higher results, even after being sent a second time.
We need to add that this does not mean you should send a did-not-open campaign every time you send a promotional campaign. Let the results guide you. If rates are above average, it’s a good idea to try another send. If rates are low, you should hold off, as a failed did-not-open could impede your data, which can have long term repercussions.
How Do You Send A Did-Not-Open Campaign?
Klaviyo has introduced follow up functionality, which makes the did-not-open campaign easier to send than ever before. Just before scheduling your email, you will be asked to add a follow-up email. By clicking this toggle, you can automatically schedule a did-not-open campaign to those engaged subscribers who miss the first iteration of your email.
You will notice that this option gives you the opportunity to add a new subject or preview line. We always recommend changing it up from what you initially used, as you want to get your customer’s attention this time with a fresh perspective.
When choosing the time delay, we advise 48 hours as a sweet spot. This time allows the initial buzz to cool down without making the topic irrelevant.
Other Considerations To Make
Did-not-open campaigns are not just bound by a change of subject line. Other things to consider include the use of emojis, sending times and even the database of customers you initially email.
Did-not-open campaigns also don’t work for every brand. Some brands will experience exceptionally low click rates and open rates when sending these campaigns. Others may experience high unsubscribes. Examine your data after each send to determine if this strategy is suitable for your database, or if another approach is more suitable.
Ready To Work With The Experts?
Understanding the logic behind not opening campaigns requires time that you, as a business owner, may not have. Ready to get started on improving your open rates and purchases, but don’t know where to begin? Get in contact with our team today.
