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Huihsing_Kiang3
Huihsing_Kiang3
Level 3
November 22, 2017
Question

Good or bad idea? Resend email to unopened

  • November 22, 2017
  • 2 replies
  • 7966 views

Hi Marketo gurus,

I'd like to get your thoughts about resending the same email to those have not opened the same email. One of my internal clients is the big fan of resending emails to unopened. Based on the data collected, I believe the 2nd email usually results in much lower opens/clicks but much higher unsub rate. I'm about to have a good talk.

What will you tell your internal clients? Or if there is any trick that can make this resend emails performing better?

Thanks a lot and happy Thanksgiving!

Huihsing

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2 replies

Grégoire_Miche2
Grégoire_Miche2
Level 10
November 23, 2017

It's a quite dangerous path to follow, as the "Open" flag is quite unreliable.

People who opened the email without downloading images will be seen as unopened. On the other end, most of antivirus software will download the images, and flag the email as opened in Marketo, even if the person has not opened the email.

So you end up with false positives and false negatives and you have no way to really know how many of them you have.

-Greg

    Grégoire_Miche2
    Grégoire_Miche2
    Level 10
    November 23, 2017

    And BTW, there are more and more trouble with clicks as well, because anti-phishing systems clicks the links in the emails...

    -Greg

      Kevin_McMahon1
      Kevin_McMahon1
      Level 4
      November 25, 2017

      I wasn't aware that opens and clicks were so unreliable. Thanks for the insight @Grégoire Michel​.

      As for us, in certain circumstances we will send to people who did not open the first email, but we always change up the content slightly in second email so it's not the exact same.

        Betsy_Landon1
        Betsy_Landon1
        Level 2
        November 30, 2017

        When promoting a webinar, I only exclude the registration list for all the reasons mentioned. Each email still increases registration. For content promotion, I will resend to the unopened depending on how successful the first blast was. I wait 2-4 weeks before the next blast. This all depends on the unsubscribe rate. If it's really good and relevant content, people usually don't mind.

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