Resend to people who did not open
Read why a campaign underperformed, then send an improved version to just the people who never opened it, without building a list.
Most of the people who ignored your last campaign are not lost customers. They are people whose inbox was busy on a Tuesday morning. Mailsoftly can tell you why a campaign underperformed, and then send an improved version to only the people who never opened the first one.
You will not build a list, write a filter, or export anything. This guide walks through the Performance insights panel that explains what happened, the one button that acts on it, and the three checks that stand between you and a resend, along with the reason each one exists.
Spot the campaign that needs a second look
You do not have to go hunting. Open any campaign you have already sent and the Campaign Details tab tells you straight away whether it is worth a closer look.
If Mailsoftly found something, a compact card sits above the campaign setup reading "N things worth reviewing on this campaign", naming the most important one underneath, with a See recommendations link. If everything went well the same card reads "Performance looks healthy" with your open and click rates, and there is nothing else to do.
The card appears only once results have settled. For roughly the first day after a send, and for any campaign that reached fewer than 30 inboxes, Mailsoftly holds its opinion back rather than judging a campaign on numbers that are still moving.
Open Campaign Stats and read Performance insights
Click See recommendations, or open the Campaign Stats tab yourself. Under the row of KPI tiles you will find a panel titled Performance insights, and under that, when it applies, the resend offer.
Performance insights is not a chart. It is a short list of plain findings, each with a sentence explaining what it means, a recommendation, and where relevant a button that takes you to the exact screen where you fix it. Findings that need attention sort to the top. If more than four fired, a "Show N more" button reveals the rest.
Two states are worth recognizing because they replace the findings rather than adding to them. Collecting results means opens and clicks are still arriving and it tells you roughly how many hours to wait. Small send means the campaign reached fewer than 30 inboxes, so open and click rates are statistically meaningless, although delivery checks still apply.
Open your sent campaigns in Mailsoftly
Know what each finding is telling you
Seven findings carry a real recommendation, and four of those carry a button that jumps you straight to the fix.
"N% of emails bounced." Addresses on this list are outdated or mistyped. Bounces also damage deliverability for your whole account, not just this campaign. Check list health takes you to the list so you can remove undeliverable contacts before your next send.
"N recipients marked this email as spam." More than one complaint in a thousand is a strong signal that some recipients did not expect this email, and mailbox providers watch it closely. Review your audience opens your contacts so you can check who you are actually sending to.
"Your domain is not authenticated." Without SPF and DKIM your email is more likely to land in spam, which drags open rates down across every campaign you will ever send. Authenticate domain takes you to the setup, which is a roughly ten minute job you do once.
"Opens came in below your usual rate." This one compares the campaign against your own account average rather than an industry number, so it means something. It is also the finding that unlocks the resend, because a subject line and a sender name decide most opens, and both are fixable.
"This list’s health grade is D." A large share of the addresses on that list look risky or undeliverable. Clean this list takes you there. A smaller healthy list beats a large stale one every time.
"People opened but few clicked." Your subject line worked and your content did not. Usually the fix is one clear button near the top instead of several scattered links, with button text that says what happens next. If the email was purely informational, low clicks are perfectly fine.
"Gmail likely clipped this email." The HTML went over 102KB, so Gmail hid the bottom of it behind a "View entire message" link, which cuts off both your lower links and the tracking pixel. Only the HTML code counts toward that limit, not your images, which are hosted separately. Aim under 90KB.
Six more rows can appear without a recommendation attached, and they are context rather than problems: large images may have slowed the email, some wording may trigger spam filters, click rate is not measurable because the email had no trackable links, the send was paced by warm-up, the campaign went out overnight, or the campaign simply performed well.
Decide whether a resend is the right fix
Directly under the insights sits a card headed "Give this campaign a second chance". It appears only when the opens came in below your usual rate, and only on a campaign that qualifies: it has to be sent, it has to have open tracking, it cannot itself be a resend, and it cannot already have one.
Read that condition again, because it is doing real work. Mailsoftly never offers a resend on a campaign that performed well, and never on a campaign where it cannot tell who opened, since without tracking "the people who did not open" would mean everybody.
Now the harder judgement, which is yours and not the product’s. Sending again to people who ignored you is only sensible when the reason they ignored you was the email. If the panel above is telling you about bounces, spam complaints, or a list health grade of D, the problem is who you are sending to, and a second email to the same addresses makes it worse: more bounces on a reputation that is already bruised, more complaints from people who did not want the first one. Clean the list, then earn the next send. The resend is for a good list that got a weak subject line, a bad send time, or an email Gmail cut in half.
If your bounce or complaint numbers are what dragged this campaign down, do not resend. Fix the list first. Deliverability damage compounds, and a near identical email to the same tired addresses is exactly the pattern mailbox providers penalize. Monitor deliverability and reputation shows you how to read where you stand.
Press Fix and resend to non-openers
The button is labelled Fix and resend to non-openers, and it does exactly one thing: it creates a draft copy of the campaign for you to improve. Nothing sends.
The copy arrives as a normal draft named "Resend: " plus the original campaign’s name, and you will find it in your Drafts alongside everything else. It keeps your content, sender, and attachments, and starts with clean statistics.
Its audience is already decided. Mailsoftly works out who received the original and never opened or clicked it, and stores that group as a hidden snapshot attached to the resend. Clicking without opening counts as engaged, deliberately: plenty of people read with images blocked, which never fires the open pixel, and clicking proves they read it.
That snapshot never appears on your Lists page. Your list count does not change, nothing named "Resend audience" turns up in Audience, and there is no page for it to open. If you later go looking for the list this campaign went to, you will not find one, and that is by design. Organizations that curate their lists carefully should never discover machine made lists in their Audience.
Back on the original campaign, the second chance card is replaced by a progress checklist headed "Resend in progress", showing the same three checks you will see on the draft itself and the Email Check score before and after.
Leave the recipient row on the resend alone. You can technically pick a different list on the draft, but the audience is recalculated from scratch at send time, so your choice is discarded. The resend always goes to the people who did not open the original.
Clear the three checks on the resend draft
Open the draft and a banner across the top says which campaign this is an improved resend of, links back to the original, tells you how many people are in the audience, and lists three checks. All three must pass before the campaign will send. They are hard gates, not suggestions, and every send route in Mailsoftly enforces them.
A fresh subject line. The subject has to actually change, ignoring capitalisation and extra spaces. Repeating a subject line into the same inboxes is one of the oldest spam signals there is, and the people in this audience have already had that exact subject sitting unread. Change it, and change it properly: keep it under 60 characters and lead with the concrete benefit.
A better Email Check score. More on this in the next step.
48 hours after the original. Opens keep arriving for days. Somebody who opens tomorrow morning would otherwise get a second copy of an email they have already read, which is annoying, and worse, the audience is recalculated right before sending, so waiting genuinely shrinks the send to the people who really missed it. The checklist tells you the exact time the wait unlocks.
If you try to send before all three pass, Mailsoftly tells you which one is holding it up and why, in the same words. This is also checked again at the moment of sending, so a resend you scheduled cannot slip out after you edited it back into a worse state.
Beat the original’s score
When you press the button, Mailsoftly freezes the original campaign’s quality score and keeps it as the bar. The resend has to score higher than that frozen number, and it has to have no critical issues left. Matching is not enough.
That score comes from the Spam and Delivery Check panel on the campaign, the same one you use before any send. Open it on the resend draft and it scores the email out of 100 and breaks the number down: spam triggers, Gmail clipping, links, images, and sender setup. The checklist rows call this the Email Check while the panel itself is labelled Spam and Delivery Check. They are the same thing.
Work down the panel until the number moves. It usually does not take much: a preview text line, an image that needs shrinking, one promotional phrase swapped for a plain one. Preview and test before sending covers the panel in full.
If the score refuses to move, look at what the original scored rather than at what the resend scored. The bar is that frozen number, so a campaign that was already well built is a genuinely harder one to improve on, and the honest answer may be to write a different email rather than to tweak this one.
Send it, then read the payoff
With all three checks green, send the resend the way you send anything else. Right before it goes out, Mailsoftly recalculates the audience one last time, so anyone who opened the original in the meantime quietly drops out.
You do not need to worry about who is in that group. Bounced addresses, people who unsubscribed, and anyone who reported a previous email as spam are all removed by the same filter every campaign passes through. A resend can never reach someone an ordinary campaign could not reach.
Once it lands, the card on the original campaign turns into a scoreboard headed "Your fixes paid off": the original open rate, the resend open rate, and the combined reach of the two sends together. Every open on that middle number is audience you would otherwise have lost. The figures keep updating for a few days.
One resend per campaign, ever. If you decide the draft is going nowhere and you would rather start again, use Move to trash on it: that frees the slot and the second chance card comes back on the original. Duplicating the resend instead gives you an ordinary campaign with no guardrails and no audience, so you would have to pick recipients by hand.
That is the whole loop: the product tells you what went wrong, you fix the thing it named, and the people who missed you the first time get one honest second chance. To keep watching how the two sends compare over the following days, see Track your campaign results.
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