Recipe: Recover Missed Opportunities with Smarter Re-Mailing

# emails

# marketing

# recipes for success

Makes: An automated Dotdigital workflow that resends an email only to engaged customers who missed your original message.

Traditional re-mailing often involves sending the exact same email to everyone who did not open the first message. While this can increase reach, it can also cause email fatigue and lead to unsubscribes.

Using Dotdigital Programs, you can create a more targeted re-mail strategy that focuses on active, engaged customers who may have simply missed a specific message. This helps protect your audience relationships while capturing missed opportunities to increase ticket sales and revenue.

Re-mail should be used sparingly and strategically. The most effective re-mails are reserved for important messages and carefully selected audiences where there is a strong likelihood of interest.

What you need

Access to the insights and mailing interface in Spektrix

Access to your Dotdigital account

A Dotdigital synced address book

A sent email campaign

Time required

20 minutes

What will this help me achieve?

Audience relationships: Avoid spamming disengaged customers and lower your unsubscribe rates by keeping your follow-ups relevant.

Making money: Capture lost ticket sales from warm leads who have a proven track record of engaging with your content.

Concepts we’ll be using

Dotdigital Programs: Automated, behavior triggered marketing workflows used to guide customers through communication journeys.

Prep

Step 1: Prepare your Campaign

Identify the original email campaign you want to follow up on. You can either create a new campaign from scratch or copy your sent campaign.

If starting from scratch, build the email in the Triggered email section of Dotdigtial.

If copying a campaign, edit the campaign and on the Campaign Details page (where you set the subject line) use the Campaign Settings option to change the email to be Triggered.

Tip: Consider updating the subject line to make it feel like a fresh, helpful reminder rather than an identical duplicate.

Step 2:

In Dotdigital, navigate to Automation > Programs and click Create program. Select a blank template to begin building your campaign.

In the Start Node set the Enrollment scheduling to be the date you would like the email to send.

Set your Enrolment rule using a segment

Use the Sends segment to target customers who were sent your original email campaign.

Use the Clicks segment to target customers who either did not open or did not click a link in the original campaign.

Add an additional Clicks segment to check if customers have clicked a link in any other email within the last 30 days.

Below the Start node add a Campaign node and add your new campaign.

Add an end node.

Add the Set the Spektrix Sync Exit Condition.

Activate your Program.

More to explore

Once you've set up your re-mail Program, you can copy it and use it again for other campaigns you want to re-send in the future.

Use synced Tags to make your targeting even more precise: Make your re-mail even more impactful by adding segments for customer purchase history or explicit preferences. You can set the program to only target contacts who have previously booked tickets for the same artist, genre, or venue, or those who have selected specific preferences (like Theatre, Comedy, or Dance) in their customer profile.

Improve Open Rates: Harness the power of your subject line and preview text to influence customers to open your emails.

Identify and Target Loyal Customers: Leverage booking frequency data from Spektrix by identifying your loyal customers and targeting them with relevant communications and offers to drive ticket sales and strengthen audience relationships.