Resending an Email to Non-Openers

After you send a campaign, a portion of your recipients will not open it on the first try. They may have been busy, the email may have landed at a bad time, or the subject line may not have grabbed their attention. Resending the same email (often with a different subject line) to people who did not open the first send is one of the most reliable ways to recover lost engagement.

Oomiji makes this easy through a feature called a Reminder List. A Reminder List is a mailing list automatically generated from a sent campaign that contains every contact who did not open the email. Once you have a Reminder List, you can use it like any other mailing list to send a follow-up campaign.

Before You Start

You need a campaign that has already been sent and has had time to collect open data. Open rates typically build over the first 24 to 48 hours after a send, with most opens happening within the first few hours but a long tail of stragglers continuing to open for days afterward. Wait at least 24 hours after sending before generating a Reminder List, and longer if you want to capture as many true non-openers as possible.

Creating a Reminder List

  1. Click Interaction in your toolbar.
  2. In the Send & Manage Emails card, click Measure Email Performance.
  3. Find the campaign you want to resend in the list of sent campaigns and open its report. 

  1. On the campaign report screen, click the Reminder List button
  2. From the dropdown, select Add to mailing list.
  3. A pop-up appears asking you to name the new mailing list. Use a descriptive name that includes the original campaign and the word "Reminder" so you can find it later (for example, "2026-03 Newsletter Reminder List").
  4. Click Create. Oomiji generates the list and confirms with a success message. The list now contains every contact who received the original campaign but did not open it.

Sending the Follow-Up Campaign

Once your Reminder List exists, sending the follow-up works exactly like sending any other campaign. You select the original template (or a modified copy), you choose the Reminder List as the recipient list, and you send.

  1. Navigate to the Send Email screen by clicking Send Emails in the Send & Manage Emails card on the Interaction dashboard.
  2. Enter a campaign name. Use something that distinguishes the resend from the original campaign (for example, "2026-03 Newsletter Resend").
  3. In Select Email, choose the same template you sent the first time, or a copy with an updated subject line.
  4. Make sure Select mailing lists is selected (not Send to all contacts), then choose your Reminder List from the mailing list dropdown.
  5. Choose your action from the Save, Send or Schedule Email dropdown and click the action button. For the full sending workflow, see Sending and Scheduling Email Campaigns.

Best Practices for Resending

A few habits make resends more effective and less risky:

  • Change the subject line. The most common reason an email doesn't get opened is the subject line. If you send the exact same subject line again, you give the recipient no new reason to engage. Even a small change can make a meaningful difference.
  • Wait at least 24 to 48 hours before resending. Sending the same content twice in quick succession can feel pushy and may increase unsubscribes or spam complaints.
  • Send at a different time of day. If your original campaign went out at 9 a.m. and a portion of your audience missed it, try a 2 p.m. or 5 p.m. resend instead. Different times reach different segments of your audience.
  • Do not resend more than once. If a recipient ignored both the original and the reminder, a third send is unlikely to convert them and is more likely to generate complaints or unsubscribes. Move on and reach them through a future campaign instead.

What's Next