Email Program or Nurture Program

[amyvoigt_PBC]

I have a series of 6 emails that need to be sent out (one per week) that will go to a very large list, and we will need to have resends to unopened emails. Would the best practice for this to be set up a nurture program or just a basic email program? 

[Darshil_Shah1]

Well, you can build a custom nurture-like program using the Default program. The send campaign could have 6 Send Email flow steps with a wait step of 1 week between Send Email steps. You can have another campaign (maybe request campaign-like setup), where you request the respective email re-send campaigns for the email(s) that weren't opened. Hopefully, this makes sense. Please let us know if you have questions about the setup, and I can explain in more detail. Also, just FYI opens are not the best metrics to take action upon—they could be misleading due to bot activities, especially if you have bot-filtering off in your instance.

FYI, Email programs are one-time send programs, and Engagement programs, on the other hand, don't resend emails that have already been sent. 

[Miray]

@amyvoigt_PBC  

Could you let me know the approximate size of your very large list? Sending a large volume of emails at once can be risky and may jeopardize your sender score. Here’s a good reading about sending emails to large lists:https://nation.marketo.com/t5/product-discussions/guidelines-around-sending-large-amounts-of-email-a...

To address your question about setting up the email series:

• Nurture Program: This is designed for ongoing, dynamic campaigns where you can add new audience members and adjust the flow based on their interactions. It’s great for building long-term engagement and personalization.

• Drip Campaign: This is ideal for a series of emails sent at specific intervals. You can set up the initial series to go out weekly and configure resends to those who haven’t opened the emails. Changing the subject lines for resends can significantly improve open rates, as the subject line is often a key factor in whether an email is opened.

If you’re planning to send the emails to a static list and resend to unopened emails, a drip campaign would be the best fit. It allows you to manage the timing and content of your emails more effectively.

[uditmathur]

Hi @amyvoigt_PBC ,

As replied by Darshil, email opens are not a very good metrics for gauging user activity, but what i want to understand here is, how long will you be waiting before resending the email. As there are cases where actual email opens happened weeks after actual send.