How Resending an Email Clients Forgot About Can Boost Open Rates

Your studio’s email marketing strategy is a cornerstone of how you communicate with (and nurture) clients and leads. But like anything worthwhile when it comes to marketing, emails take time, and the content commitment can have a powerful impact. But when you’re analyzing email performance, is the recent response (or open rates) not meeting your expectations or goals? That’s where resending emails comes into play.

Just like it sounds, resending an email enables your studio to send the same message again to recipients who either did not open the original email or did not take the desired action after receiving your communication. Plus, with the all-new resend condition in Walla’s Marketing Suite, you can easily send a follow-up email to clients who have not interacted with previous marketing automations. By duplicating—optimizing content, and making changes if needed—it’s now seamless for you to follow up with clients and leads based on engagement (not opened, opened but did not click, etc.) and set the time delay from when the first email was sent!

Even though we are adding a new condition to Walla for a reason, is utilizing a resend email strategy worth the effort? Industry studies show that resending an email campaign to non-openers can increase the open rate by up to 30%, click-through rate by 14%, conversion rate by 26%, and ROI by 29%! And while most people read some of the emails they receive, only 12.8% read more than half of them, so it’s safe to say that resending is a win. It’s important to remember, though, that when resending emails and if you want to boost your resend results, you need to ensure you segment your audience appropriately so you’re not increasing your unsubscribe rate and spamming inboxes.

Here are a few reasons why resending emails can be a valuable strategy when executed with intention—and tips for resending success (and capturing client attention).

Why resending emails matters regarding engaging (and re-engaging) your clients:

1. Increase open and click-through rates
   Not all subscribers will open your email the first time you send it. (Just think of how many emails land in your inbox daily.) Resending the email to those who didn't open it initially gives them another opportunity to see your message and engage, increasing the overall open rate and click-through rate and highlighting your call to action.
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2. Friendly follow-up reminder to take action
   For studio emails that contain important information, such as event invitations, promotions, exclusive information, or booking/purchasing deadlines, a resend serves as a reminder for any of your clients or leads who may have forgotten or overlooked the initial email. Not only will they appreciate the heads-up, but they will also feel included and like you wanted to make sure they were aware.
   
3. Optimize timing and send
   ‍Test and iterate. Learn and evolve your emails. By testing different times and days for email sends you can determine when your clients and segments are most active and likely to engage with your content. Resending emails at various times allows you to optimize your sending schedule for better results, enabling you to utilize data to enhance your email marketing strategy.
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4. Reinforce studio messaging
   Like many of us, recipients may need to see a message multiple times before taking action. Resending an email with consistent messaging reinforces the importance of your content, deepens brand connection, highlights the importance of your studio in their routine, and increases the chances of conversion.
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5. Correct mistakes and make updates
   ‍It happens to the best of us! If you discover a mistake or error in your original email, resending allows you to quickly rectify the issue and ensure that your studio community receives the correct information.

Here’s how you can encourage clients to actually open your communication the next time around:

1. Resend with new, compelling subject lines
   ‍Did your original email have a high open rate? Or did it not perform? Change up and try testing and crafting attention-grabbing subject lines that pique curiosity or offer a clear benefit to your studio community. Consider using emojis, personalization, or urgency to increase your email's likelihood of reopening, but remember to keep it short, sweet, and to the point.
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2. Segment your audience
   ‍This ensures you aren’t spamming your clients! Tailor your email content to specific segments of your client base based on their interests, behaviors, or demographics. Sending relevant and targeted emails increases the chances of recipients reopening them.
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3. Reiterate value
   When resending your email, you want to ensure your email content is valuable, informative, or entertaining to your clients. (That might mean reworking some of your copy for the resend.) Keep in mind whatever your studio is offering is compelling enough for recipients to revisit your email.
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4. Use visuals strategically and create a sense of urgency
   ‍Use language that creates a sense of urgency or exclusivity in your email content. Limited-time offers, flash sales, or early access opportunities can motivate recipients to reopen your email and take action. Try incorporating eye-catching visuals, such as images, infographics, or videos, to make your email visually appealing and encourage your audience to want to read and engage with your content. And you want your visuals + content to be mobile-friendly.
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5. Personalize your emails
   ‍The power of personalization can’t be beat, especially when it comes to sending and resending emails. Segmented personalized email messages have an average of 46% higher open rates—and 6x higher transactional value. Address recipients by their first name, reference past interactions or purchases and tailor content based on their preferences or interests.
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6. Experiment with send times and monitor your metrics
   ‍Use your email data to your send and resend advantage. In Walla’s Marketing Suite, we make it easy to understand performance. Test different times and days of the week to determine when your audience is most active and responsive to your emails. Sending emails at optimal times increases the likelihood of them being reopened and engaged with. Keep track of crucial email metrics, such as open rates, click-through rates, and conversion rates, to understand how the studio audience engages with your emails. Use this data to refine your email marketing strategy and improve future campaigns.

By implementing these tips and leveraging a resend email marketing strategy, you can increase the likelihood of clients reopening your emails and engaging with your content, ultimately driving positive results, retention, and profitability for your fitness business.