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Email Performance for Email Resends

Question asked by 10080 on Nov 6, 2013
Latest reply on Jun 3, 2014 by 1703c911dd59ef983edce1020846865ea8828ec8
Hi all - Multi-part question that I'm having some trouble finding answers to. I tried searching the discussions, but couldn't find anything specific to what I'm looking for.

The first part of the question is: What is the best practice for looking at email performance on re-sends of emails (for example, re-sending an email one week later to everyone that didn't open the initial email)? Should this be lumped in with the initial send? Or are these tagged differently for almost a second set of benchmarks?

My second part of the question is: If they should be lumped together in a single statistic, what is the best way to handle this?

Due to rapidly shifting timeframes in our business, I tend to create a new smart campaign for the re-send of emails. However, this results in the numbers of emails sent going way up, and also significantly dragging down the open rate, as the resend never gets near as solid performance. Would setting everything up in a singular smart campaign avoid this (i.e. Send Email A, Wait 1 Week, Send Email A if not opened)?

My final thought on a potential solution would be to clone the emails we want to resend, and add "_Resend" to the end of the name. That way, when I go to run analytics on our email performance, I can easily export to excel and filter out all of the _Resend emails to compare the numbers separately, and develop a second set of benchmarks as I mentioned above.

Any help on this would be greatly appreciated, as I'm worried I'm looking at skewed numbers when trying to set benchmarks for our business.

Hopefully I explained this semi-clearly... Let me know if there are any questions.