Automatically Resend Emails to Non-Openers With Pardot

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Sending emails to Prospects who don’t open the first time give your email a second, and often valuable opportunity to actually get noticed. With variations such as time of day, people’s schedules and holidays can be legitimate reasons why interested Prospects didn’t get a chance to get to your email initially.

People frequently look for this functionality inside of Pardot, due to other providers (Mailchimp come to mind straight away) presenting this very early in their user interface – plus, you can initiate the send with a couple of clicks. Luckily, this functionality is available in Pardot! I will start by explaining the two options available, and then walking through the method I recommend (and I am sure you will find easier to manage too).

Resend Emails to Non-openers: 2 Options in Pardot

As I mentioned, there are 2 options – perhaps you will be able to see which one is easier than the other!

Option 1 – Suppress the Opens Static List: when you wish to send your next email (assuming you are using list emails), you will first need to create a list of Prospects that opened the first email. Then, the list of opens will be applied a as a suppression list (in the ‘do not send to’ box).

Option 2 – Pardot Engagement Studio: branching logic in Engagement Studio routes Prospects down one path or another. You can use ’Trigger’ steps to listen for a Prospect to (not)open within a timeframe you specify when building the program.

Obviously, I would recommend option 2 any day, which is what I will show you in more detail in the following section. Not only is option 2 easier to manage, but it will transition you into using Engagement Studio for these kind of campaigns (note: the perfect use cases for them!)

Use Engagement Studio to Send to Prospects Who Didn’t Open

There are 3 types of steps in Engagement Studio: Action, Rule, Trigger. We will be focusing on the latter.

Trigger steps keep Engagement Studio in ‘listen’ mode for a Prospect activity on an Action*, for example, Engagement Studio can listen for a Prospect to open a specific email.

*the Action can be either part of the program, or separate.

Step 1: this is how you would select the ‘Email Open’ trigger:

Step 2: the next screen asks for ‘Evaluate when?’. The two options are

  • Wait: all Prospects will be held here for the number of days specified.
  • Up to a maximum: Prospects will be held here for the number of days specified, unless they take the action, then they would move to the next step.

The number of days you specify in this box, is the time period in between your initial email send, and the second send to non-openers.

Step 3: the paths that appear are the ‘Yes’ path (the Prospect took the desired action), and the dotted ‘No’ path.

You will put the same Email Send Action step on the dotted ’no’ path:

(Note: there’s a copy & paste feature in Engagement Studio that can potentially save you a lot of time here)

Summary

Sending emails to Prospects who don’t open the first time give your email a second, and often valuable opportunity to actually get noticed.

In this post, I’ve shown you how you can set this up using Pardot Engagement Studio, available to any Pardot customer on all editions. Now, go out there and get your emails noticed!

4 thoughts on “Automatically Resend Emails to Non-Openers With Pardot

  1. Avatar

    This is very useful in having a 2nd attempt to send emails to those that were genuine non-openers. However, I have found that at times, the “Email Open” rule is a little clunky in the way that it tracks email opens. Basically, all emails have a transparent 1 pixel by 1 pixel image placed somewhere and when recipients download images to view the email, this tracking pixel is “viewed”, thus reporting that the email has been opened. The issue is that some people do not download images when reading an email, for security reasons. If that happens, then those who actually did view the email but didn’t download images will still report as non-openers and will receive the 2nd email resend.
    This is why, in my opinion, “Opens” is not a great metric to use.
    Most emails will have a ‘Call to Action’ and so I would use email clicks as the trigger; and if they didn’t click the email, then re-send them the email after X days.

    1. Lucy Mazalon

      Hi Abdul, thanks for your comment and your thoughts here. Of course, you could rewrite this use case as ‘resend to non-clickers’! I just have seen non-openers is such a common request from marketers that I wanted to share the most efficient way to set it up 🙂

  2. Avatar

    Is there a way to use the Engagement Studio automation without an email template, but instead use a specific email? We don’t build templates for every single email we send; instead, we build templates to use for specific types of emails (autoresponder, webinar invite, etc).

    I’ve already sent the first email and want to resend to unopens. I don’t see a way to do this without manually doing it at the exact time I want to send it by exporting a static list of opens for the suppression list.

    I appreciate any tips you can give me on this!!

    1. Lucy Mazalon

      Hi Selena,

      Thanks for your comment!

      I’m wondering if you are talking about two separate things here?

      “Is there a way to use the Engagement Studio automation without an email template” – no, you have to use Email templates, there’s no way around that. You have to copy the template if you want to have different content per email in your Engagement Studio program. This is just the way Pardot functions.

      “I’ve already sent the first email and want to resend to unopens” –
      Have you sent this email through Engagement Studio?

      Best, Lucy

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