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. Make sure you're targeting this to the people who were sent the email initially.

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.