Resending to unopens

Resending an email to those who didn't open it a second time can increase your open rates up to 8% on average, and sometimes more.

Flodesk makes this easy with the Resend to unopens feature, but it’s important to understand how and when to use it for the best results without harming your deliverability.

Resending to unopens is only available if:

• At least 24 hours have passed since the original email was sent

• The email still has unengaged subscribers (people who didn’t open it)

• You haven’t already used the resend feature for that email (you can only resend once)

Important: if you see a sudden/significant drop in open rates, resending to unopens may not be the solution and could even cause more harm to your sender reputation and deliverability.

Learn more about what to do instead here.

• Go to My Emails

• Hover over the email you want to resend

• Click the three dots (…) in the top-right corner

• Select Resend to unopens

If 24 hours haven’t passed yet, the option will be disabled.

• Choose whether to send now or schedule for later

• Change the subject line to increase your chances of engagement

  Tip: Try something shorter, more personal, or question-based

Best practice: Wait 48 hours to 7 days before resending to give the first email time to perform.
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​Note: while resending to unopens can increase an already-sent email’s chance of landing in the inbox, we suggest you use it sparingly. Resending every email can increase your unsubscribes and marked spam, and impact the overall deliverability of your emails.

If you change your mind after scheduling:

• Go back to the email

• Click the three dots (…)

• Select Unschedule

Once your resend is complete, head to the email’s Analytics tab to see:

• Total opens and clicks

• Performance of the resend vs. the original send

Flodesk automatically removes subscribers who open the first email after scheduling the resend—so they don’t get the same message twice.

While resending can boost open rates, overusing it may lead to:

• Higher unsubscribe rates

• More spam complaints

• Lower overall deliverability

Important: If you see a sudden drop in email open rates compared to your average figures, there are few things to check first before you should consider resending it to unopens:

• Are you sending emails from an authenticated custom domain email address?

  • If your custom domain email address is not fully authenticated, it can impact the deliverability and therefore the open rates of your emails

• Have you recently switched to a custom domain email address?

  • After switching to a verified sending domain, you may notice some fluctuations in your open rates. You can expect to see things stabilize and return to normal within 2-3 weeks of consistently sending emails through your authenticated domain.

• Is your content engaging, relevant and without spam triggers?

  • A drop in open rates could be a result of your email landing in spam. As inbox providers never disclose how their spam filter algorithms work, it's hard to prepare for every possible scenario, but you'll find some tips and best practices on how to avoid the spam folder here.

• Has your email been clipped by Gmail?

  • Clipping will "clip" your reported open rates by 50% or more, because even if a subscriber opens the email, Gmail will not count it as opened unless they click the 'View entire message' link.

Additionally, you can learn more about the steps to take if your email open rates decreased in detail here.

To resend your email to unopens:

1. Go to My Emails

2. Click the three dots (…) on the email card

3. Select Resend to unopens

4. Update your subject line and schedule or send immediately

Use this feature occasionally to maximize reach—without overwhelming your list.