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.