In the busy lives of B2B marketers, there’s always the temptation to resend an email message – unaltered – to the same campaign list. The reason is simple: it’s a last-ditch effort to generate maximum results with the least amount of extended resources.
But is “resending” considered best practice? Like many things in life, the answer isn’t black and white, and there are pros and cons to consider.
The pros include the obvious ability to repurpose your existing work in the face of your busy schedule and workload. With no creative or production costs, the ROI of incremental clicks and conversions as a result of simply resending your last email message can be high. After all, we all sometimes open or respond to that second email – maybe because it arrives at a better time when we have a bit more bandwidth – assuming the email is compelling and potentially valuable in the first place.
A recent Forbes article shows that one firm’s resend efforts allowed them to reach 53% of their target audience, and delivered almost a third (32.6%) of its unique opens, compared to merely a single email send campaign.
What are the cons? The recipient, who may have deleted your first message intentionally, is now potentially more annoyed to be receiving it again, and may now take action – by unsubscribing from your list. In addition, resending the same email twice increases the risk of being flagged for spam or even blacklisted by internet service providers (ISPs). Inevitably, the second (or third) follow-up (unaltered) email will simply not perform as well as the first. The firm in the Forbes article showed a 44% drop in its open rate and 46% drop in click-through rates compared to the initial email. These results seem intuitive, as those who were interested in your offer may have already responded, and you’re now merely sending again to those already uninterested, unengaged or inactive.
Weighing the pros and cons, here are six things B2B marketers can do to strike a balance:
With all the email variables in mind, we at OMI have found that many of our clients see great results – and minimal blowback – sending three campaign messages over a three-week timeframe. This would include the initial send, plus two follow-ups – tweaked as suggested above. But as always, marketers must customize different tactics for their own markets and customers, and constantly track and measure results. With the hard data in hand, the go-forward actions – and the decision to resend or not to resend – will be evident.
Email remains the best digital channel for driving marketing ROI, so make your messages count. If you need to expand the reach of your email campaigns to gain more leads, consider giving Outward Media’s business contact data a try. Also, take a look at our complimentary new e-book on building a successful email marketing database.
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