“Mailchimp is to email marketing as hashtags are to Instagram. Easy and effective.”
It keeps up with the trends, it’s constantly fresh and new and in the world of email marketing, it works well (integrates) with many other platforms. It’s been our favorite email campaign management tool for years, ever since we realized that the free version of Constant Contact wouldn’t allow more than 5 uploaded images and we started looking around for other options. To be clear, five images per account, not email.
We’ve experienced other email marketing management tools (MadMimi, iContact, Vertical Response, Inbox360) over the years. Just because we became Mailchimp advocates doesn’t mean we haven’t kept an eye out for other options. But, the more we research or sample the other email management programs, the more devoted we become to Mailchimp.
Overall, Mailchimp sets the bar high for the other email marketing programs, especially when it comes to resending email campaigns to non-opens. Whether it’s the user interface, the pricing, the accessibility, the compatibility or a plethora of other reasons, Mailchimp holds the Oscar for staying on top and being the best email marketing platform on the market.
Why you should resend to non-openers
Although you don’t want to bombard individuals with the same message, resending a campaign to those that have not opened it is always a good idea in tems of marketing best practices. By resending your email campaign or newsletter to non-openers automatically with an email marketing tool, you will not only boost your email open rates but will also have greater return on investment for your marketing efforts.
One key advantage you have when you resend an email campaign is that you can change your subject line to test whether a different hook would work better in terms of open rates. This would enable you to gain insight into what tone and language your audience responds to the most. By resending to non-openers with e-mail automation platforms like Mailchimp and Constant Contact, you can learn quite a lot about which email marketing approach works best in converting leads to customers.
Here are some other best practices for resending emails to non-opens on Mailchimp and Constant Contact:
- Avoid resending the email too quickly after the initial email, since it may be seen as spam or increase in unsubscribes. Wait at least a week before resending the campaign. This also enbales you to varify if any more leads open the original email in the meantime.
- Only resend campaigns that you deem the most important and that are time sensitive.
- To get a better sense of which subject lines work best, you can split test your resends by resending your new campaign to leads with different subject lines. This will give you a hint as to how to craft your future email campaigns for best results.
- You can even opt to change up a few details in your resend campaign, such as the main email image, a couple of initial lines or headers, and streamlining your content. This can look more professional to your leads who didn’t read the initial email but eventually end up opening both of the emails.
- As a general rule, only resend an e-mail campaign once. This will ensure that you exude professional integrity and don’t bother your leads with what could be construed as “spam” messaging. If your followers aren’t interested in what you offer the first or second time, chances are they will disengage even further the third time around.
How to resend a Mailchimp campaign vs a Constant Contact campaign
At Idea Marketing Group, when we set up an email campaign, we almost always schedule a resend the next week at a different time and day of the week, with a different subject line (but everything else in the email is the same) to those that didn’t open the previous week’s email.
This is a good best practice for most email marketers. It’s a polite way of getting in a front of a few more eyes without forcing the message again on those that already opened it. With Mailchimp resent campaign features, setting up resends is a snap. With Constant Contact, not so much.
Overall, when it comes to Constant Contact vs Mailchimp, both platforms have advantages and disadvantages. Mailchimp makes it easier to test calls to action, subject lines, and content in general. It also offers more design control and greater e-mail reporting for your campaigns.
On the other hand, Constant Contact has a greater amount of templates to choose from and provides more support for beginner users. However, in terms of the breadth of its marketing tools and automations, Mailchimp has a far greater advantage.
Mailchimp resend campaigns to non-opens offers easy segmentation features of the different audience lists that occurs in real time:
To create a Constant Contact resend to non-opens, you’ll need to copy your original email, reschedule it, and finally pick a new list to resend to. Doing so means having to take several extra steps and the updates aren’t being made in realtime. This is just one example of why we prefer Mailchimp over Constant Contact for e-mail resend campaigns.
And if you need more help with your e-mail marketing strategy, here are some of our top resources that can help you master your e-mail marketing approach and convert your leads into loyal customers:
So next time you want to do some email marketing, consider your options and go with the one that sets the bar for all other email marketing managers – Mailchimp. And if you need help with your digital marketing, email marketing, or your website design for marketing, Idea Marketing Group is here for you – contact us today!