View reporting for an email resent to non-openers

Compare the performance of an email's original send and the resend to non-openers

Your instinct may be to write your non-openers off as disengaged contacts, but by comparing the opens and clicks of your original email and the resend to non-openers, you can get a better sense of how engaged these contacts actually are. If your non-openers open the resent email, it can help with how you approach the subject line, timing, and list segmentation for future emails.

The reporting for an email that was automatically resent to non-openers is shown on the Email Details page with the reporting for the original email send.

1. Click Marketing channels > Email.
2. (Optional) Click Status > Sent to help narrow your search.
   
   
    
3. Click on the name of the email you want to review.
   
   
    
4. In the Email Performance section, the opens and clicks for the email's original send and the resend to non-openers are included in the Open Rate and Click Rate.
5. (Optional) Click any of the hyperlinked numbers in the Original and Resend columns to see a list of those contacts.
   Note: If a contact ends up opening both the original and resent email, they will be counted in both of these numbers. To see the unique opens for the email, view the open report from the Reporting tab.

   Important: If you resent the email using QuickSend or resent the email to new contacts who joined your list after the original email was sent, their activity is tracked as part of the original email and not with the resend to non-openers.

   
   
   
    
6. Scroll down to the Click-Through Distribution section and select "Resend to non-openers" from the drop-down to compare the link clicks to those of the original openers.
   
   
    
7. Scroll back to the top of the page and click Heat Map.
8. Select “Resend to non-openers” from the drop-down.
9. You’ll see the highlighted areas where your most clicked links are. You can click on the heat map to see what URL is linked to the text or image.
   
   

Ideally, you want to reduce the number of non-openers for your original send so that you don't have to resend your email to non-openers. If your open rates and resend open rates are low, there are a couple of things you can try to improve them:

• Subject line - Writing an effective subject line is key to getting noticed in the inbox. If your subject line isn't performing well, you can create a Subject Line A/B Test to help improve your results.
• List segmentation - Consider moving your disengaged contacts to a different list that you email less frequently or remove them from your list altogether. Creating different content for different segments of your contact list helps your open rate.
• Best time to send - You may be sending your email at a time when it gets buried in the inbox. Check the average time for your industry and schedule your email based on that time.

Questions?