Email marketing is one of the most effective tools in any marketer's arsenal, yet even the best campaigns often face a significant challenge: inbox crowding. Most subscribers miss emails simply because they’re buried among dozens—or even hundreds—of other messages. That’s where campaign resends come in.
Recently, Klaviyo introduced a new feature to automate campaign resends to non-openers, saving marketers time while still driving incremental opens and revenue. This blog will explore how the feature works, why it matters, and how you can optimize its use—or decide if manual resends are still the better option for your email marketing strategy.

What Is Klaviyo’s Auto-Scheduled Resend Campaign Feature?
Klaviyo’s new feature is designed to simplify the process of resending campaigns to subscribers who didn’t open the first email. Here’s a breakdown of what it does and how to use it effectively:
Feature Basics:
Where to Find It: Located in the Review step of the campaign builder in Klaviyo.
Machine Opens Excluded: It ignores machine opens, such as those affected by Apple Mail Privacy Protection, ensuring better targeting.
Email Campaigns Only: Currently, the feature does not extend to SMS campaigns.
A/B Testing Compatibility: The feature is not available for campaigns using A/B testing.
Deliverability Requirements: To use the feature, your account must have a deliverability score of 50 or higher.

Why Automated Resends Matter
For many brands, resending campaigns manually has been a time-tested strategy to boost open rates and revenue. However, this process can be time-consuming and operationally inefficient. Automated resends offer a solution to this challenge, enabling brands to maximize the impact of high-priority campaigns.
Key Benefits of Auto-Scheduled Resends:
Save Time: Marketers can automate a task that previously required manual execution.
Maximize Reach: Many subscribers don’t see emails the first time due to crowded inboxes. Resends ensure high-impact campaigns get a second chance.
Boost Revenue: Resends typically generate 30-40% additional revenue on top of the original campaign.
Ease of Use: Setting up a resend is straightforward and mirrors the original campaign.

The Dispatch Perspective: Why Manual Resends Still Have a Place
While Klaviyo’s automation feature is a step in the right direction, at Dispatch, we’re sticking with manual resends for now. Here’s why:
Timing Flexibility: Klaviyo’s auto-resend feature requires a minimum 48-hour delay, but we’ve found that the optimal resend timing is often same-day or next-day, depending on the urgency of the campaign.
Strategic Adjustments: Manual resends allow for a more tailored approach, such as adjusting send times based on performance data or tweaking content for specific segments.
Advanced Customization: While the feature mirrors the original campaign, manual resends give marketers more control over creative adjustments, such as refreshing the design, imagery, or messaging.
How to Configure Klaviyo’s Auto-Resend Feature
If you decide to try Klaviyo’s auto-resend feature, follow these best practices to ensure optimal performance:
Step-by-Step Configuration:
Choose the Engagement Window: Select a segment of non-openers to target based on their recent activity. Klaviyo offers options for 30-day, 60-day, or 90-day engagement windows.
Set the Resend Delay: The time delay can range from 48 hours to 30 days, depending on the campaign context.
For example...
Time-sensitive campaigns (e.g., flash sales) may warrant shorter delays (48-72 hours).
Evergreen campaigns can tolerate longer delays.
Craft a New Subject Line: Avoid reusing the same subject line from the original email. Write something fresh and engaging to increase the likelihood of opens.
Review Campaign Content: The resend will mirror the original campaign, so double-check that the content remains relevant.
Best Practices for Auto-Resends:
Focus on High-Performing Campaigns: Only use this feature for campaigns with 20%+ open rates to protect your deliverability score.
Test and Learn: Experiment with different delays and subject lines to determine what resonates best with your audience.
Monitor Deliverability: Keep an eye on your deliverability score and make adjustments as needed to maintain strong inbox placement.
Manual Resends vs. Automated Resends: Which Is Right for You?
Deciding whether to use Klaviyo’s automated resend feature or stick with manual resends depends on your specific goals, resources, and campaign priorities. Here’s a quick comparison:
Feature | Automated Resends | Manual Resends |
Time Investment | Minimal | Higher |
Timing Flexibility | Limited to 48+ hours | Fully customizable |
Customization | Mirrors original campaign | Allows for significant changes to design/content |
Best Use Case | High-performing, evergreen campaigns | Urgent, time-sensitive, or highly segmented campaigns |
Why Timing Matters in Resends
When it comes to resending campaigns, timing can make or break your results. At Dispatch, we’ve found that campaigns with shorter resend delays—typically within 24 hours—tend to see the highest incremental lifts in engagement and revenue. However, every audience is different, so testing and data analysis are key to finding what works for your brand.
Example of Optimal Resend Timing:
Original Campaign: Sent at 10:00 AM on Monday.
Manual Resend: Scheduled for 4:00 PM the same day or 10:00 AM the next day, targeting non-openers.
This approach keeps the campaign top-of-mind while subscribers are still actively engaging with their inboxes.
Ready to Optimize Your Email Campaigns?
Whether you’re experimenting with Klaviyo’s new auto-resend feature or refining your manual resend strategy, one thing is clear: resending campaigns can significantly boost your results.
At Dispatch, we help brands develop tailored retention strategies that combine automation, data-driven insights, and human expertise to maximize campaign ROI.
Contact us today to learn how we can help you optimize your email marketing and retention channels. Together, we’ll ensure your high-impact campaigns get the attention they deserve.
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