Boost Email Engagement: Resend MailChimp Campaigns to Non-Openers

Updated at: 31/05/2025

Are your MailChimp email open rates lower than you'd like? Don't let those unopened emails go to waste! This article reveals a powerful strategy to significantly boost engagement: resending your campaigns to non-openers. We'll explore best practices, avoiding common pitfalls, and maximizing your chances of connecting with your audience a second time. Learn how to revitalize your email marketing and achieve better results.

Step-by-Step Instructions

  1. Prepare Segment Creation

    • Navigate to your MailChimp list.
    Navigate to your MailChimp list.
    Prepare Segment Creation

  2. Create the Non-Opener Segment

    • Click 'Create a Segment'.
    • Under 'Email Marketing Status,' choose 'Campaign Activity'.
    • Select 'Opened' and then 'Did not open'.
    • Choose the specific campaign you want to resend.
    Choose the specific campaign you want to resend. Choose the specific campaign you want to resend. Choose the specific campaign you want to resend. Choose the specific campaign you want to resend.
    Create the Non-Opener Segment
    • Preview the segment to ensure accuracy. Spot-check a few emails in your campaign report to confirm that only those who did not open the original email are included.
    • Save the segment with a descriptive name (e.g., 'Non-Openers - Campaign X').
    Save the segment with a descriptive name (e.g., 'Non-Openers - Campaign X'). Save the segment with a descriptive name (e.g., 'Non-Openers - Campaign X').
    Create the Non-Opener Segment

  3. Resend Campaign to Segment

    • Create a new campaign (replicate the original).
    • In the new campaign, select your saved segment as the recipient list.
    • Review and schedule the resend campaign.
    Review and schedule the resend campaign. Review and schedule the resend campaign. Review and schedule the resend campaign.
    Resend Campaign to Segment
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Tips

  • Resend within 1-2 days of the original campaign to maintain relevance.
  • Don't resend too frequently to avoid annoying subscribers and increasing unsubscribe rates.
  • Always spot-check your segment before sending to verify accuracy.

Common Mistakes to Avoid

1. Ignoring List Hygiene

Reason: Sending to outdated or invalid email addresses leads to higher bounce rates, damaging your sender reputation and reducing future deliverability.
Solution: Regularly clean your email list by removing inactive subscribers and invalid email addresses.

2. Sending the Exact Same Email

Reason: Repeating the original email without changes is ineffective and can annoy recipients, further decreasing engagement.
Solution: Update the subject line, personalize the content, and potentially adjust the email's body to improve relevance and avoid seeming repetitive.

FAQs

Is it a good idea to resend *every* MailChimp campaign to non-openers?
No. Resending only makes sense for valuable content with a longer shelf life. Time-sensitive promotions or news that's already outdated shouldn't be resent.
How do I avoid being marked as spam when resending campaigns?
Use a different subject line and email content. Segment your list and only resend to non-openers who haven't unsubscribed. Ensure your email list is clean and up-to-date to avoid sending to invalid or inactive addresses.
What's the best way to segment my list for resending?
MailChimp allows you to segment based on opens and clicks. Create a segment of recipients who didn't open your original campaign. You can also further segment based on other criteria like engagement history or demographics for more targeted resends.