This is Completely Illogical…but Very Effective

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You would think if you sent someone an email, they would read it, act on it and be done.  Send the person that same email twice would be a waste of time.

Actually, if you are engaged in email marketing, sending the same email twice is a highly effective practice.  Here is how it works.  If you are using a popular email marketing tool, i.e., Constant Contact or Vertical Response, they track opens, clicks, bounces and unsubscribes.

By sending your email a second time to those who opened the initial email but did not click or did not open the initial email can produce fabulous results.  Let me illustrate.

After sending out the May newsletter on May 22, 2015,  we resent the same email in which 1,880 individuals opened the second email and 244 took action.  It is also gave us the opportunity to send the newsletter to those individual who registered on our site in May.

Name Type Launch Date Sent Open Click Bounce Unsubcribes
May Newsletter – Web Registrants Canvas May 27, 2015 11:22AM 48 13% 0% 2% 0%    
May Newsletter – Did Not Open Canvas May 27, 2015 6:03AM 18,297 4% 1% 0% 0%    
May Newsletter – Open Did Not Click Canvas May 27, 2015 6:03AM 1,565 67% 4% 0% 1%    

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