SH1
What's a good open rate for a resent campaign?
Resending a campaign to those who haven't opened the original is always a good tactic to have in your email marketing toolbelt. Maybe you change up the subject line or body copy a little, but you're basically trying to squeeze a little more juice out of your original campaign.
Knowing this, what would you consider to be a fair benchmark for open rates on the resent campaign? It surely won't match the original, but what's acceptable? And should/would you add the two campaigns (the original and the resend) together to report a total open rate?
Curious how others handle this.
Difficult to say straight away. I'd probably start and take a shot in the dark that perhaps 33% of your original email's open rate is a good target to aim for. So if the first email received a 30% open rate then the re-send might get 10%. But that's a very rough estimate with no insight into the industry, the type of email and the type of audience. It will certainly vary dramatically based on the vertical.
Once you get into a routine of campaign re-sends to non-openers you can draw on those statistics and then set reasonable targets going forward. That's what we do with certain clients and after a few months we have a reasonable idea about predicted open rates for follow-up emails.