In the world of email marketing, every open counts. The more eyes on your emails, the greater your chances of converting those opens into clicks, and ultimately, sales. But what if there was a simple way to boost your open rates by 30-50% with barely any extra effort? Introducing the “double opens” strategy—an easy yet incredibly effective hack that can give your campaigns a significant lift.

What Is the “Double Opens” Strategy?

The concept behind the double opens strategy is straightforward: resend the same email to subscribers who didn’t open it the first time, but with a different subject line. Here’s how it works:

  1. Send your email as usual: Choose a subject line that’s relevant and compelling for your campaign.
  2. Wait a few days: Give your subscribers some time to open the email. Two to three days is usually a good waiting period.
  3. Resend the email to non-openers: Create a new segment of subscribers who didn’t open the original email. Resend the exact same email, but with a fresh subject line.

That’s it! It’s like giving your email a second chance to grab attention, without having to reinvent the wheel.

Why It Works

The double opens strategy taps into the fact that not everyone checks their email inbox at the same time or in the same way. Some subscribers might have missed your email the first time around, or the original subject line might not have resonated with them. By sending the same content with a different subject line, you’re increasing the chances of catching their attention on the second go.

This simple tweak can result in a significant increase in your open rates—sometimes by as much as 30-50%. And the best part? It requires minimal additional effort.

How to Implement the Double Opens Strategy in Klaviyo

Let’s break down how you can easily set this up in Klaviyo:

Step 1: Create a Non-Openers Segment

First, you need to identify the subscribers who didn’t open your original email. Here’s how:

  • Go to the “Segments” section in Klaviyo.
  • Create a new segment and name it something like “Non-Openers - [Campaign Name].”
  • Set the conditions: “Received email where campaign name equals [Your Campaign Name]” and “Opened email 0 times where campaign name equals [Your Campaign Name].”

This will create a list of subscribers who received the email but didn’t open it.

Step 2: Clone the Original Campaign

Once you have your non-openers segment, clone the original email campaign.

  • Go to your original campaign.
  • Click on the “Clone” option.
  • When cloning, you can keep the content identical to save time and effort.

Step 3: Write a New Subject Line

This is where you get to be creative. Think of a new subject line that might catch the eye of those who didn’t open the first email. Here are a few ideas:

  • Add a sense of urgency: “Don’t Miss Out—Exclusive Offer Inside!”
  • Highlight a benefit: “Save Big on [Product]—Limited Time Only”
  • Pose a question: “Are You Ready for [Event/Offer]?”

Step 4: Send the Email

Finally, send the cloned email to your non-openers segment with the new subject line. Then, sit back and watch your open rates rise.

Tips for Success

While the double opens strategy is simple, here are a few tips to make the most of it:

  • Only resend to non-openers: There’s no need to bother subscribers who’ve already opened the original email.
  • Get creative with your second subject line: Make sure it’s distinct from the original one to increase its impact.
  • Use this strategy wisely: Reserve it for your most important campaigns or during high-stakes periods like Black Friday and Cyber Monday (BFCM).

Conclusion:

The double opens strategy is a perfect example of how small tweaks can lead to big results in email marketing. By leveraging this simple technique, you can maximise the effectiveness of your campaigns with minimal extra effort.

At Flowstate, we’re all about finding smart, efficient ways to help our clients get the most out of their email marketing efforts. This is just one of many strategies we use to help our customers boost their ROI.

Ready to learn more low-effort, high-impact email marketing hacks? Check out Flowstate Academy, where we reveal all our best tips and tricks to help you maximise your email marketing success.

[LEARN MORE WITH FLOWSTATE ACADEMY]