You resend the same email (with a different subject line).
1/ Because the subject line is one of the first things people look at before deciding if they want to open your email.
Your original subject line could be off (doesn't hook or resonate with subscribers) 🥱
2/ Also when you send the original email, the timing could be off
They could be busy and didn't check their inbox until a few days later. Your email could be buried way down amongst other emails in their inbox.
So you resend the same email (with a different subject line) to folks who haven’t opened the original email in X days.
X could be 3 or 5 days or any number you choose.
Just make sure you give a bit of time to let folks open your email. People are busy and it might take them some time before they check their inbox.
Again, in BirdSend this is a 1-click thing:
You WILL ALWAYS get more opens compared to if you don’t resend.