Introduction
Resending email campaigns to non-openers can significantly improve your engagement rates and drive more conversions. Klaviyo offers robust features that allow e-commerce marketers to easily resend to non-openers, ensuring no opportunity is left on the table. This guide will show you how to effectively use Klaviyo to target non-openers and maximize the ROI of your email campaigns.
How to Resend to Non-Openers in Klaviyo
The quickest way to resend a campaign to non-openers in Klaviyo is by creating a new segment of contacts who did not open the original email and sending a follow-up email to that specific group. This method leverages Klaviyo's powerful segmentation tools to ensure you reach only the intended audience without risking over-communication.
Step-by-Step Guide: Klaviyo Resend Email to Non-Openers
1. Log in to Your Klaviyo Account
Visit www.klaviyo.com and enter your credentials to access your dashboard.
2. Create a Segment of Non-Openers
Navigate to Segments: On the left-hand menu, click on Lists & Segments.
Create Segment: Select Create List / Segment and choose Segment.
Define Your Segment: Set the conditions to target non-openers:
Condition 1: What someone has done (or not done) > Opened Email > Zero times.
Condition 2: Where > Campaign Name > Select the campaign you want to resend.
Add a Date Range if necessary to refine your audience further.
Name Your Segment: Use a descriptive name like Non-Openers [Campaign Name].
Click Create Segment to save your new segment.
3. Set Up a New Campaign to Target Non-Openers
Go to Campaigns: Click on Campaigns in the left-hand menu.
Create Campaign: Select Create Campaign and choose Email.
Select Your Segment: When prompted to select a list or segment, choose the segment of non-openers you just created.
Design Your Email: You can reuse the original email template or modify it slightly to create a fresh look. Consider updating the Subject Line and Preheader Text to improve open rates.
4. Schedule or Send the Campaign
Set Send Time: Choose whether to Send Now or Schedule for a specific time.
Enable Smart Sending: Toggle on Smart Sending to avoid sending emails to recipients who have received a message too recently.
5. Monitor Campaign Performance
Go to Analytics: After sending, monitor the performance of your resent campaign under Campaigns > Performance.
Track metrics like Open Rate, Click-Through Rate, and Conversions to measure the success of your follow-up.
Best Practices for Resending to Non-Openers in Klaviyo
1. Change the Subject Line and Preheader Text
A new subject line can catch the attention of recipients who missed or ignored the first email.
Example: If the original subject was "20% Off This Week Only," try "Don't Miss 20% Off – Last Chance!"
2. Send at a Different Time of Day
Analyze past email performance in Klaviyo to identify optimal send times. If the first email was sent in the morning, try the afternoon or evening for the resend.
3. Avoid Resending Too Soon
Wait at least 48-72 hours before resending to avoid appearing too aggressive or spammy.
4. Personalize the Content
Use dynamic fields in Klaviyo to address the recipient by name or recommend products based on their browsing behavior.
Common Mistakes to Avoid When Targeting Non-Openers in Klaviyo
Not Updating the Subject Line: Sending the exact same email can lead to low engagement. Always modify the subject line to re-capture attention.
Ignoring Analytics: Always analyze the performance of both the original and resent campaigns to understand what worked and what didn’t.
Over-Messaging Your Audience: If your audience frequently sees duplicate messages, they may unsubscribe. Utilize Smart Sending to prevent this.
Conclusion
Resending email campaigns to non-openers in Klaviyo is a powerful strategy for boosting engagement and increasing sales. By leveraging segmentation, updating messaging, and timing your resend appropriately, you can maximize the effectiveness of your email campaigns.
📩 If your email program is underperforming and you’re unsure how to optimize your campaign strategies, let’s talk.
At Dispatch, we help brands maximize revenue from email & SMS without damaging subscriber engagement.
👉 Connect with Dispatch today to optimize your email marketing strategy.
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