There are a lot of things that can be done in email campaigns to increase response rates from consumers. Some of them, at a glance, seem to not be the way things should be done. Here's one like that which works really good.
Many times when an email campaign is sent out, marketers will send another email message to those that never clicked on the email to open it in the first place.
I was reminded of a counter strategy when reading about one client that asked their sender: "Why don't we re-target the folks from the first wave who opened, but didn't transact, rather than just those who didn't open? The first group at least checked out the offer."
They were asking this question in response to the idea of only sending to those 
that didn't open it in the first place.
The company ended up taking heed to the question and trying it out to see if the message was offered in a different way, it would trigger a response in those that had at least taken a look at the original email message without responding.
With the second sending, the response from those that had opened the original email but hadn't responded was extraordinary, confirming the client's theory.
The thing to learn is we have to be really careful not to assume things about consumers because they don't respond to an original mailing. This is a good lesson in not giving up on potential customers based upon not responding to one way of marketing to them.
It's never over until it's over. We should always give them another, different opportunity to respond. It works!
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