Resending an email to non opens

[amyvoigt_PBC]

what is the best way to set up a campaign for sending an email out to non opens? Do I need to have a trigger in the original email?

[Darshil_Shah1]

You don't need a trigger for this but an inactivity filter (Not Opened Email - see the snapshot below). You'd need to choose the correct email and any other constraint (if required). You can add this as a filter (along with other required filters, such as Marketability, Country, Segmentation, etc.), and in the flow, add the Send Email flow step to send out the email.

Just a note that opens/clicks are not 100% reliable metrics as they could be from bots/privacy scanners (especially if you don't have the bot filtering enabled in for your Marketo instance). Hope this is helpful. Please let us know if you have questions.

[amyvoigt_PBC]

When I do this, it wants to send the email to everyone in our database who didn't open it, even though this email was sent to a specific list. 

[Miray · Accepted solution]

I will add another filter " Was Sent Email " , your criteria should be like this , 

Was Sent Email is X and Email and Not Opened Email is X , if you recently sent the email you can use Date of Activity in the past constraint as well 

[SanfordWhiteman]

Or even better, Email was Delivered. Otherwise you’re classifying someone as a non-opener when they didn’t get the first attempt. So after investigating the reasons for nondelivery, sending the initial content might be a better fit.

Staying aware of these permutations takes more time, of course.