Drive Engagement with a Resend Campaign


A marketing team from the Financial Services industry launched a campaign and generated a decent number of sends. However, many people were not responsive to this first communication, so they decided to create a resend campaign with a different subject line. To make sure they handled saturation effectively, they decided to send the second email only to the people that received the previous email but did not open it. In order to accomplish this, they needed access to the Data Views data model and their available properties – a very difficult and technical task in Salesforce Marketing Cloud.

Continue reading below to find out how they solved this using DESelect.

  • Financial Services

How to solve with DESelect Segment:

  • They used Segment's Filter features by applying the filter: Not in Results and matched it with the SubscriberKey field of their _Open Data View.
  • Next they utilized the filter JobID where the operator equals to only filter the exact send/campaigns they did.
  • The final result was an effective marketing campaign with a significant increase in email opens and higher engagement.
  • Click here for a step-by-step walkthrough on how to do this in DESelect Segment.