Podcast Episode Summary

Podcast: Success With Jewelry
Hosts: Laryssa Wirstiuk (Solo episode)
Episode Title: 164 – Laryssa Responds: Should You Resend Email Campaigns to Non-Openers?
Date: March 9, 2026

Episode Overview

In this solo episode, Laryssa Wirstiuk dives into the commonly asked question: Should you resend email campaigns to non-openers? Drawing on her expertise in email marketing for jewelry brands, Laryssa gives a decisive answer, breaks down the reasons behind her stance, and offers practical alternatives for better email engagement. This episode is part of a special listener Q&A format, with more questions addressed for Insider members on Patreon.

Key Discussion Points and Insights

1. Understanding the Question

• What is Resending to Non-Openers?
  • Sending an email campaign as usual, then creating a segment of subscribers who didn’t open it, and resending the same campaign to them a few days later.

2. Laryssa’s Short Answer [02:06]

• Direct Quote:
  • “The short answer is I literally never ever, ever recommend doing this and here’s why.” – Laryssa [02:06]
• Reassurance:
  • If you’ve done this before, “It’s okay, you’re not doing anything crazy wrong, but let’s not do it moving forward.” [02:18]

3. Why Laryssa Advises Against It

a. Open Rate Data is Unreliable [02:40]

• Apple’s Privacy Update (ca. 2021):
  • Apple Mail now disguises open data, so marketers can’t confidently tell if emails are actually opened.
  • Quote:
    • “We can no longer rely on it as an engagement metric…” – Laryssa [03:05]

b. Chasing the Uninterested is Counterproductive [03:45]

• List Health Facts:
  • 30–40% open rate is normal and healthy.
  • Not everyone will engage, and that’s expected.
• Dating Analogy:
  • Quote:
    • “It’s kind of like, let’s compare it to dating. […] They have demonstrated that they’re not interested. It’s kind of the same thing with email marketing. And you don’t want to be chasing the people who are showing that they are not interested.” – Laryssa [04:35]

c. Focus on Engaged Subscribers [05:28]

• Practical Tip:
  • Segment out active subscribers (those engaged over the last 90–180 days) and cater to them for better results.
  • Quote:
    • “You’ll have much less friction, much less effort by continuing to talk to the people on your list who are showing you that they want to hear from you…” – Laryssa [05:35]

d. Negative Impact on Deliverability [06:00]

• Low Open Rate Signals Spam:
  • Resending often results in only 5–10% open rates.
  • If you keep sending to disengaged people, email providers like Gmail may flag your emails as spam.
  • Quote:
    • “The more people that Gmail thinks that about, and the more often you do that, the higher likelihood will be that you actually will start ending up in spam folders. And that’s not a place you want to be.” – Laryssa [06:35]

Notable Quotes & Memorable Moments

• “The short answer is I literally never ever, ever recommend doing this and here’s why.” – Laryssa [02:06]
• “It’s okay, you’re not doing anything crazy wrong, but let’s not do it moving forward.” – Laryssa [02:18]
• “We can no longer rely on [open rate] as an engagement metric…” – Laryssa [03:05]
• “It’s kind of like, let’s compare it to dating… you don’t want to be chasing the people who are showing that they are not interested.” – Laryssa [04:35]
• “You’ll have much less friction, much less effort by continuing to talk to the people on your list who are showing you that they want to hear from you…” – Laryssa [05:35]
• “The more people that Gmail thinks that about… the higher likelihood will be that you actually will start ending up in spam folders.” – Laryssa [06:35]

Timestamps for Key Segments

• 00:00 – Introduction, show format, and listener question setup
• 02:06 – Laryssa’s short answer: Don’t resend to non-openers
• 02:40 – Apple privacy changes and open rate reliability
• 03:45 – How chasing non-openers is like chasing uninterested dates
• 05:28 – How to focus on engaged subscribers instead
• 06:00–06:35 – Deliverability risks and spam folder warnings

Takeaways for Listeners

• Don’t chase non-openers:
  Focus on serving your most engaged subscribers rather than trying to “convert” the unengaged.
• Open rates are unreliable:
  Privacy changes have made this metric a poor basis for decisions.
• Protect deliverability:
  Resending to non-openers too often hurts your sender reputation and can put you in the spam folder.
• Segment and nurture:
  Prioritize people who are actively engaged in the last 90–180 days.

For more in-depth Q&A and candid advice, listeners are invited to join the Success With Jewelry Insider community on Patreon.

To submit your own question or hear the extended episode, visit: successwithjewelry.com