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Increase Your Newsletter Open Rate by 40% With 1 Minute of Work

Written By: Cath Andrews in Strategies for Business Growth | June 12, 2017

Receiving mail used to be a rare and precious thing…

Receiving Mail

Nowadays?  Not so much!

With the sheer volume of email we collectively send and receive every day, it’s a wonder we find time for real life at all. And for you, that’s a problem…

  • As a marketer, you want subscribers to make time for everything you send them.
  • Your subscribers want empty inboxes so they can get on with the day!

If you don’t grab and make them need to read your lovingly-crafted newsletter or sales message, their eyes will scan right over your email.

Then guess what? Trash can!

How Many Subscribers Open Your Emails?

If you’re typical, it’s around 35%. In “tougher” niches, it could be much lower…

Open Rates

(Source: Campaign Monitor.)

If you fall short of the average for your industry, you’ll want to do better.  (Heck, even if you exceed it, you’ll still want to drive up that open rate!)

How do you do it? You know the well-worn, proven answers – compelling subject lines, benefit-focused body copy, irresistible CTAs.

How about something you don’t know? Something simpler yet really effective…

Re-Send Emails to Those Who Trash Them!

Here’s how…

1) Wait!

Give everyone a reasonable chance to open your original email.  The consensus from experts is that it takes 3 days for at least 90% of a mailout to be opened.

So be patient!

2) Identify Your Targets

After 3-4 days, go to your email manager and identify the people who didn’t open the email. Each email platform (AWeber, MailChimp, etc.) has a way to do this.

We can’t cover all the platforms here, so you’ll need to root around (or ask support). To give you the idea of what you’re looking for…

In MailChimp, go to Reports > Subscriber activity > Didn’t open

Did Not Open

3) Re-send to the “Didn’t Opens”

Before you do, write a different subject line.

Many of your “didn’t reads” will have trashed your mail because the subject didn’t grab them.  So make the new subject line compelling in a different way (try another benefit, or a better way of delivering the same one).

A second sending also finds some folks who were in too much of a hurry the first time around.  So send this at a different time of day.

This is a BIG, SIMPLE hack that works every time!

Bottom Line Takeaway?

Re-sending emails to folks who didn’t read them, using a different subject line, at a different time of day, takes moments.

The payoff? If your open rate is ⅓ , you could get ⅓ of the remaining ⅔ in the evening mailout 3 days later.  That amounts to 55% instead of 33%, which is a 40% increase!

A nice boost for less than one minute’s work!

Have another minute? Download a free checklist with more ways to help boost improve your newsletter open rate…

Give Me My Checklist!

Cath Andrews

Cath Andrews

Cath Andrews is Solo Build It!'s Content Team Lead. She describes her day job and her online business, Raising Happy Chickens, like this: I get paid by a company I love for doing what my mother calls “playing on that blasted computer all day.” And that’s basically how it feels. I love the freedom it gives me, to be home with my dogs and work in front of a roaring fire in the winter, or take my laptop into my Italian olive grove in the summer. I love the joy it brings me, writing about things I’m passionate about. But more than that, I love the satisfaction of being able to help other people reach their potential. That’s what gives me the most sense of achievement. When I need a break, I “commute” fifty yards to visit my chickens. Then I “commute” back to the house again and write articles about my chickens for my website. Sharing my rather weird passion and, most of all, knowing that other people benefit from my knowledge, gives me goose-bumps. And goose-bumps are as important to me as the money my online business makes.
  • It’s useful to know what the general open rates are. But this tip is not so helpful for SBI’ers… there’s no way to do this through SBI’s MailOut Manager. : {

    Also, I’d wonder if people are more likely to unsub or mark as spam if they receive duplicates?

    • Hi Erin! You’re right, the MailOut Manager doesn’t have that functionality (it’s on the wish list!), but SBiers can use MailChimp or AWeber and integrate it into the SBI! system as a Connected Service.


      As for your second question, in theory, no. If I didn’t see or open your first message, it’s unlikely that I would consider the second to be duplicate, particularly if you change the Subject line. I typically use, “In case you missed it…” when resending content and it works remarkably well. (Also try it on social media sometime!)


  • SuperNan

    I may have to investigate MailChimp down the track as my Subscriber’s list grows or just wait for Solo Build It! too add it to MOM!

  • Hi Cath, I have seen a number of marketers do this and it definitely works! Thanks for sharing ( with the practical tips on how to implement!

  • Liz Alderson

    I changed over to Mailchimp for this very reason, to be able to re-send my newsletters.
    I send one during the week (normally a Thursday) and then I re-send it on the Saturday and I get another few percent open it.
    It’s not major, but every little bit helps

    • SuperNan

      Thanks Liz for the comment. Will look into this ‘Mailchip’ thing:-)

  • Susan Schlenger

    Great idea. Thanks!

  • I’ve been using SBI! Mail Out Manager for years. This technique doesn’t work with that system. I don’t think I’d do it anyway. I’m afraid too many emails would irritate make my subscribers and cause them to mark me as spam. My open rate is 45% and I think I’ll just settle for that.

  • Brilliant article Cath, thanks. BUT… I’ve had my website for 8 years and as I plug along, I’ve never made money. So spending more money on all the extras just doesn’t make any sense… I do wish SBI’s MOM could do this. I would love it.

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