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"If an email appeal does well, consider resending it to your list. First, remove those people who responded to the first mailing." 
If the appeal is to sign a petition or some other effort where they can only act once, then this may make sense. If it’s an appeal, do NOT remove those donors. Ask them AGAIN. Segment your email list into several groups:
- Those who did not open the first email: resend them the original message, testing some subject lines to improve the "open" rate.
- Those who opened but did not take action: send them a revised email that talks about the success of the campaign and invites them to get on board.
- Those who took action: update them on the status of the appeal, thank them for their action, and invite them to (a) take another action or (b) invite their friends to take the same action.
Guess where you are going to raise a lot of funds!
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Give us a call at 978-278-1989 or send us an email to talk about improving your next email campaign.
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