Are you using the double open?

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Resurrect Your Dead Emails: The "Double Open" Strategy

Ever feel like your emails are falling into a black hole? You're not alone. With average open rates hovering around 21%, most of your carefully crafted messages are being ignored. But what if you could give your emails a second shot at life?

Enter the "Double Open" strategy – your secret weapon for email marketing resurrection.

Here's your step-by-step guide:

1. Craft your initial email • Write a compelling subject line • Create valuable content as usual

2. Identify non-openers after 24 hours - Use your email marketing tool to segment this group

3. Resend to non-openers with tweaks • Change the subject line completely • Adjust preview text • Pick a different send time (e.g., if first was 9 AM, try 3 PM)

4. Analyze and iterate • Track which subject lines and send times perform best

Real-world example: Original subject: "10 SEO Tips for 2024" Double Open subject: "Oops, we forgot the most important SEO tip!"

Results from a real Please Advise campaign:

• First send: 53.5% open rate

• Resend to non-openers: 10% open rate

• Combined unique open rate: 63.5%

Why it works:

• Gives your email a second chance without annoying those who've already opened

• Allows A/B testing of subject lines on the same content

• Reaches subscribers at different times, accommodating various schedules

Your 30-minute action plan:

1. Review your last 5 email campaigns

2. Identify the one with the lowest open rate

3. Craft 3 alternative subject lines for a "Double Open" attempt

4. Set up the segmentation in your email tool for non-openers

Pro tip: Use questions or curiosity gaps in your second subject line to pique interest.

Metrics to track:

• Open rate of second send

• Overall unique open rate

• Click-through rates for both sends

• Unsubscribe rates (to ensure you're not annoying subscribers)

Remember, email marketing is both an art and a science. Keep testing. Keep improving.

Bonus challenge: Implement the "Double Open" strategy for your next three email campaigns. Compare the results to your regular campaigns and share your findings with the team.

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