I once advised a client to resend (with a different subject line) emails to people who don’t open an email within 48 hours of receiving it.

At first he hesitated.

And I wasn’t sure why.

So I asked him:

“Why the hesitation when most email sending programs have a link you can press for this exact situation?”

He said:

“What if people go back and read the first email later and realise I sent the same email twice?”

To which I responded:

“Great, it means they’re reading your emails. And reading the same email twice increases the chances they’ll buy the product.”

I knew he wasn’t convinced. So I said:

“Look, just do a test okay. For this week only, resend emails to people who don’t open them, changing only the subject line, and measure the response. Next week, don’t do it. See which works better.”

So he did.

And you know what happened?

Nothing dramatic.

But he did make a couple of extra sales from the second email he sent with the new subject line.

And he learned a valuable lesson:

With no more than a change to the subject line, resending an email can as much as DOUBLE the number of people on your list who see, read, and buy from your emails.

This one lesson by itself has the power to add a significant number of sales to my client’s business this year. Especially when he resends his most profitable emails.

And yet, it’s not the only way to increase the number of people reading your emails.

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