103 | Why You Shouldn't Resend Newsletters to Non-Openers
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103 | Why You Shouldn't Resend Newsletters to Non-Openers
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Most email platforms make it easy to resend your newsletter to subscribers who didn't open it the first time. But, just because you can resend doesn't mean you should. In this episode, I share why that one-click resend feature might not be the best idea in all cases.
In this episode, we cover:
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Why "non-opener" data is less reliable than it used to be - and how privacy settings mean you could be pestering people who already read your email.
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How sending to your least-engaged subscribers drags down your open and click rates, and why that matters more than most people realize.
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The behind-the-scenes reason low engagement stats can get your future emails filtered into promotions or spam.
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The one specific scenario where resending might make sense - and how to do it in a way that minimizes the downside.
If you need extra newsletter help, check out my book Write Better Newsletters!
Timestamps:-
0:00 - Introduction
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0:19 - The question: should you resend to non-openers?
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1:42 - How privacy settings are making open rate data less accurate
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3:10 - Why resending hurts your deliverability stats
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4:41 - The exception: when a resend might be worth it
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5:57 - Summary and recommendations
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