Resending old email messages isn't unheard of in the world of email marketing. If the email content is still relevant and the message prompted sales the first time around, there's no harm in resending. After all, new subscribers probably haven't seen the message and existing subscribers may enjoy reading it again – especially if a discount or limited time offer is included to sweeten the deal.
Messages to Resend
Mass email messages with higher-than-usual open or click-through rates, those that prompted an immediate rise in sales, or those that contain specialized information subscribers have been asking you for are on a regular basis are those you should consider resending from time to time.
Go through your files to find messages that meet the above criteria. Read each message to ensure relevancy, add or delete information as necessary before sending.
When to Resend
Don't resend bulk emails you sent last week – even if these messages did see a high return on investment. You need to wait a while so subscribers don't think you frequently rehash old content. Also, you don't want to resend old messages too often – resend two or three times a year depending on the size of your list.
Providing fresh content helps retain subscriber interest. Resend content that did well, but also allow enough time to go by before resending. Create a separate folder for messages with resend potential. For tracking purposes, add an original send date so you can quickly tell which messages qualify for resending.
Resending to Segments
If you notice that certain segments of your list frequently purchase ebooks while others purchase CD's or website memberships, resend emails that specific subscribers will most likely react to. For example, only resend ebook sales messages to those that have purchase two or more ebooks from you during the year. Create a personalized email experience for subscribers by sending them information they would be very interested in learning (or relearning) about.
Keep it Fresh
Continue to create new and exciting content for subscribers. Even though it's fine to occasionally send content you've sent previously, don't make it a regular habit. Resend effective emails when you're absolutely sure subscribers will benefit from them.