Resending Messages to Non-Openers
TL;DR:
- Follow-up sends to non-openers can boost your overall campaign engagement rates
- QuickSMS tracks opens and clicks so you can identify who missed your first message
- Make small tweaks before resending – change your call-to-action, send time, or offer
- Target only non-openers to avoid annoying people who already engaged
- Test different variations with a small group before sending to your full list
Not everyone opens your message the first time around. Work schedules, busy days, and overflowing inboxes mean even interested recipients can miss what you've sent.
Follow-up sends give your message a second chance. Instead of writing off non-openers as uninterested, you can reach them again with small improvements based on what you learned from the first send.
Finding Your Non-Openers
QuickSMS tracks engagement automatically. After your campaign finishes, check your analytics to see who opened, clicked, or responded. The platform lets you filter recipients based on these actions, so you can create a targeted list of people who didn't engage.
This data is your starting point. You're not guessing who might want to see your message again – you know exactly who missed it the first time.
Making Smart Adjustments
Don't just hit send again with the same message. Small changes often make a big difference:
Change your call-to-action. If your first message said "Shop now," try "See what's new" or "Grab your discount." Different phrasing appeals to different people.
Pick a different send time. Morning messages might get buried in commute chaos. Evening sends could catch people when they're more relaxed and likely to engage.
Adjust your offer. If you promoted a 10% discount, consider highlighting free shipping instead. Sometimes the same deal presented differently performs better.
Tweak your opening line. A fresh first impression can capture attention that the original message missed.
Setting Up Your Follow-Up
Create a new campaign in QuickSMS and upload your list of non-openers. This keeps your follow-up focused and prevents you from annoying people who already engaged with your first message.
Set your send time strategically. If your original message went out on Tuesday morning, try Thursday afternoon or weekend timing for the follow-up.
Before sending to your full list of non-openers, test your changes with a small segment. Send your revised message to 10-20% of your non-openers first. Check the results after a few hours, then send to the rest if engagement improves.
Timing Your Follow-Up
Wait at least 3-5 days between your original send and follow-up. This gives people time to act on your first message and prevents your follow-up from feeling pushy.
For time-sensitive offers, you might send sooner, but explain the urgency clearly in your follow-up message.
Measuring Success
Compare your follow-up engagement rates to your original campaign. Even modest improvements add up – a 5% boost in opens from your follow-up means 5% more people saw your message.
Track which changes worked best. If different send times improved your results, use that insight for future campaigns. If a specific call-to-action performed better, test similar phrasing in new messages.
FAQs
How long should I wait before sending a follow-up?
Wait 3-5 days for most campaigns. This gives recipients time to act on your original message without feeling overwhelmed.
Should I mention this is a follow-up message?
Usually no. Treat it as a fresh message with improvements. Most recipients won't remember getting your first message anyway.
How many follow-ups can I send to non-openers?
One follow-up is typically enough. More than that risks annoying recipients and could hurt your sender reputation.
What if my follow-up gets worse results than the original?
This happens sometimes. Use it as learning data for future campaigns. The original message elements might have been stronger than you thought.
Jargon Buster
Non-openers – Recipients who received your message but didn't open it, based on tracking data
Engagement rate – The percentage of recipients who opened, clicked, or responded to your message
Call-to-action (CTA) – The specific action you want recipients to take, like "Call now" or "Visit our store"
Send time optimization – Choosing when to send messages based on when your audience is most likely to engage
Wrap-up
Follow-up sends turn missed opportunities into second chances. By targeting non-openers with improved messaging, you squeeze more value from the effort you put into creating your original campaign.
The key is making meaningful improvements, not just sending the same message twice. Use your engagement data to guide your changes, and always test improvements with a small group first.
Learn about QuickSMS: https://www.quicksms.com/