Give your emails a second chance to shine. By resending your message to contacts who didn’t open the first time, you can increase open rates by up to 10%, with almost no extra work.

With Brevo, you can easily resend emails to non-openers: manually for email campaigns, or set up automatic resends for emails sent via automation workflows—ensuring missed audiences are reached at the right time.

🎯 Why it matters: A simple resend helps recover missed engagement, test new subject lines, and improve overall campaign performance—without over-contacting active subscribers.

[Recommended] Resend manually to a non-openers segment

Perfect for marketers who want full control over timing and messaging. You’ll duplicate your campaign, adjust the subject line, and resend it to contacts who didn’t open your first email.

Step 1: Create a segment of non-openers

Create a segment of contacts who received your original campaign but did not open it within a chosen time window (e.g. 48 hours). This ensures you only target people who missed the first message.

To build your segment:

1. Go to CRM > Contacts > Segments.
2. Click Create a segment > Create a new segment from scratch.
3. Add filters:
   1. Select Email > Email received > at least 1 time > Over all time. In Choose which emails, select your original campaign.
   2. Click + And and filter by Email > Email not opened > Over all time. In Choose which emails, select your original campaign again.
4. Click Save as segment, and give it a clear name (e.g., Non-openers – Campaign X).
   

➡️ To learn more, check our article Create a segment to filter your contacts.

Step 2: Duplicate your original campaign

Save time by duplicating your previous email instead of starting from scratch. This keeps your layout, design, and tracking links intact.

To duplicate your campaign:

1. Go to Marketing > Campaigns > Email.
2. Click the three-dot icon beside your original campaign and click Duplicate.
3. Select your new “Non-Openers” segment as recipients.
4. Exclude recently engaged recipients.
   Use the Don't send to option to filter out contacts who have recently interacted with your emails. This helps ensure your follow-up is targeted only at true non-openers.
   For example, you can create a segment of contacts who opened any of your emails in the past 30 days and save it as a “Recently engaged” segment, then add it to the Don't send to field.
   

➡️ To learn more, check our dedicated article Resend an email campaign.

Step 3: Refresh your subject line and preview text

Your subject line is the main opportunity to re-capture attention. Change the angle, not just a word or two.

Here are a few examples:

• “Still want 30% off? Ends tonight.”
• “3 quick ways to get more from [Product].”
• “You left insights unopened — see your 60-sec recap.”

➡️ To learn more, check our dedicated article How to write a great email subject line?.

Step 4: Schedule your resend

Send your follow-up about 48 hours after the first send to avoid overwhelming inboxes.

To schedule your resend:

1. Click Schedule.
2. Select Schedule for later.
   
3. Pick a send time about 48 hours after your original campaign.

Automatically resend to non-openers

Ideal for welcome flows, onboarding series, or recurring promotions. This approach adds a “no-open follow-up” branch inside your existing automation to automatically resend a second message to non-openers after a delay.

Step 1: Add a delay after your initial email

Make sure your primary Send an email action — the email you want to monitor for opens — is already placed at the end of your automation.
No changes are required here; just give the email a clear name so you can reference it later (for example, “Welcome Email #1”).

Immediately after this email, add a Time delay (usually 48 hours) to give contacts enough time to engage before you evaluate opens.
This helps prevent double sends and ensures more accurate filtering.

➡️ To learn more, check our dedicated article Available triggers, actions, and rules in an automation.

Step 2: Split by “Opened vs. Not opened”

Add a Conditional split to separate contacts who opened the email from those who didn’t:

• Email opened: Exit the scenario or move to the next step.
• Email not opened: Route to a follow-up email action.

Filter by the specific name of your initial email.

➡️ To learn more, check our dedicated article Add a conditional split to an automation based on contact details and behavior.

Step 3: Send a follow-up email to non-openers

On the Email not opened branch, add a Send an email action with a refreshed subject line and preview text.
Keep the email body similar for an accurate performance comparison.

Changing the subject or framing can capture attention from contacts who ignored the first message — often boosting reach by 5–10%.

➡️ To learn more, check our dedicated article Send an email from an automation.

Measure your results

After launching your resend or automation follow-up, evaluate how much additional engagement — and revenue — it generates beyond your first send.

Key metrics to monitor:

• Incremental open rate:
  Quantifies how many additional contacts you reached by resending. This shows the true lift in audience coverage.
• Click-through rate (CTR):
  Indicates whether your refreshed subject line and timing drove meaningful engagement, not just opens.
• Conversions and revenue impact:
  Track downstream actions such as purchases, sign-ups, or page views. This helps you link your resend strategy to tangible business outcomes.
• List health indicators:
  Monitor unsubscribes, spam complaints, and bounce rates to ensure follow-ups aren’t negatively affecting deliverability or customer experience. These should remain at or below your usual baseline.

By reviewing these metrics side by side with your original campaign, you can quantify the incremental value of your resend strategy, refine your timing and messaging, and scale what drives the best return.

➡️ To learn more, check our dedicated article Understand and export the statistics of your email campaigns.

🤔 Have a question?

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