Forwarding to non-openers can result in an increase of 30% to 35% of opens and clicks.

As the headline points out, forwarding to non-openers notoriously boosts the results of a campaign as it is one of the simplest and most effective ways to maximise the "viewing" of the content of an email (open) and the user's interaction with it (click).

So, what does it consist of? It is to resend the email to those users who did not open it in the first place. When we send an email marketing campaign, between 70% and 80% of the users who receive it do not open it. This is quite a significant percentage. The reasons may be several, but among the most frequent are the following:

1- Does not recognise the sender.

2- The issue is not sufficiently persuasive. The subject line is the first element that the user sees related to the content of the email. Whether or not the subscriber decides to click to see our message depends to a large extent on it. Opting for an original, different, fun and even disconcerting or mysterious subject line (to the right extent) will be vital to attract their attention and persuade them.

3- Not paying attention to our email at that moment. You may have many other emails and one of them may catch your attention, or you may not have sent it at a good time and decide to save it for later, leaving it completely forgotten in your inbox.

To improve openings among users who are in the first case (do not recognise the sender), the work must begin at the moment of "recruitment". Opt-in tactics that prioritise quality over quantity. Forwarding to non-openers is a good alternative to induce users in the latter two cases to take action. To do this, we have two variables we can work with: the subject and the time of sending.

1- Change the subject

It is about saying the same thing in a different way. If a user didn't feel the desire to open an email "neutral" as "New winter collectionPerhaps it reacts to an imperative and exclamatory text such as "...".We have the new winter collection. Discover it today!. Those of you who have carried out AB issue tests in a systematic and rigorous way will recognise how openings can be affected by one version versus another.

2- Change the time of dispatch

It is not always the case that a user opens their email at a time that is conducive to interacting with our email: they may not have enough time to pay attention to it, the other emails with which they are "compete"If a user receives an email on Tuesday at 09.00 and does not open it because the time is not right, if he/she receives it again on another Tuesday at the same time, it will not be a good time either. We can conjecture that if a user received an email on Tuesday at 09.00 and did not open it because the time was not right, if he receives it again on another Tuesday at the same time, it will not be a good time either. Continuing with the argument, it makes sense to think that a Tuesday at 15.00 or a Wednesday at 09.00 might be a time when the "email is not opened".situationThe user's "user experience" is different and they are more likely to interact with the email.