Best Method to resend an email to non-openers

[Ele_de_Vere]

Hi Marketo community,

I am seeking to set up a reminder to open email to members of a campaign who have not opened the original (with a wait step of ~4 days). Has anyone had experience with setting this type of step up, and can you recommend an approach? I've looked at setting it up in a nurture stream, and also using basic smarts.

Keen to hear your thoughts!

Ele

[Anonymous]

Hi! Interesting topic.. I m trying to achieve something similar..

I have a Newsletter program

with an email and a smart campaign

00. IF EMAIL x Opened then Change program status to INFLUENCED

And i have a second email to target Non openers from the first email.

I ve added a step to the flow os the smart campaign

Wait n days

send email (to non openers from the original email)

Do i need to create a second smart campaign to track the status (opened --> influenced) of the second email or is it ok to just set everything up on one single smart camp?

[Tiffany_Thomas]

When I inherited our instance, the previous admin Ande Kempf​ warned me against using too many wait steps.So, we use the filters "Was sent email = content email" and "Not opened email = content email" and then flow step "send email = reminder" and schedule it to send the day we actually want the reminder email to go out. This really works for us and allows for more control if there were to be something wrong with the email or program. We also use a different reminder email than the original so we don't annoy anyone that may have actually opened the original, but not downloaded the images.

[Steven_Vanderb3]

Keep in mind that email clients that do not load images will not have Opened Email activities tracked, so you may be re-sending the same email to people that have indeed opened and read it the first time.

[Josh_Hill13]

Indeed.

And I'd argue that re-sending an email like this is pretty annoying. If they didn't care the first time, why would they care again?

[Nicholas_Manojl]

You might argue that (and I'd probably agree with you), but there is nothing wrong with experimenting and trying out different approaches.

If it doesn't work, then stop doing it and try something else. If it does, great.

[Nicholas_Manojl]

Using basic smarts should do the trick.

Add a wait step followed by a 'Send Email' with an 'add choice' added of 'Not opened email is...'. Click the x to remove whatever appears in the default choice box so the default choice reverts to 'Do nothing'.

You can use this wait step following the initial email send. For example, "Send an email, wait four days, send another email if they have not opened the email, otherwise do nothing."

Couple of caveats:

- "opens" are counted when the email client downloads a small image. Therefore, someone who reads your email but doesn't download the images is counted as a non-opener.

[Alexandra_Musko]

Any chance someone could make a screenshot for me about this?

1st week on the job, I'm going through Marketo University and documentation like crazy, but I can't seem to find anything about this.

[Nicholas_Manojl]

Hi Alexandra,

Sorry I missed your reply 3 weeks ago. Did you find the help you needed? I'd recommend opening a new thread rather than replying to old threads when you're figuring something out.. I think that's the consensus generally around here.

[Ele_de_Vere]

Thanks Nicholas! Would you set it up as a program status send too?

As example:

Smart List

Member of Program - True

Program is - [Content Program name]

Status is - Filled out Form (this will capture anyone who has requested the email, but not opened it. Once a lead opens the email, their status is updated to 'Opened email')

Flow

Wait - Duration 3 days

Send Email - Reminder email

Change program status to - Sent Reminder Email

[Nicholas_Manojl]

Ah OK, I see. This is fine - you'll have other trigger campaigns in the background that are listening for open/click activities and assigning the correct program status.

If you're happy to infer that someone who hasn't yet progressed from the Fills out form stage is also someone who hasn't opened the email, then your logic is fine.

[Ele_de_Vere]

Ok thanks Nicholas... I've set up the campaign as follows:

Smart List

Member of Program - True

Program is - [Content Program name]

Status is - Filled out Form

Mot opened email - [Content Email]

Flow

Wait - Duration 3 days

Send Email - Reminder email

Change program status to - Sent Reminder Email

However as this is not a trigger campaign, I can't have it running in the background, would you suggest having this as a reoccurring campaign running say, once a day at 10 am (as example only)? Or would this then push any lead (regardless of wait time) through the flow and they would receive the reminder email.

Thanks for your help!

[Nicholas_Manojl]

You'll want to be careful with this approach - you'll still need to put an 'add choice' on the Send Email step to check if they have opened the email. Why? Because although they may not have opened the email at the time the smart campaign is processed, by the time the wait step passes they may have opened.

You're fine to run this as a batch campaign.

[SanfordWhiteman]

Is the "report" in this case a downloadable asset? Or is it in the body of the email?

[Ele_de_Vere]

I updated report to read 'email'. Thanks