Not all contacts open your Email Campaigns on the first send. Sending an SMS follow-up to non-openers can recover 30% or more engagement.
This guide shows how to manually segment and retarget non-openers via SMS.
💡 For automated retargeting, use Campaign Booster instead.
Before You Begin
You must have contacts' phone numbers in international format: +11231234567 (+ country-code area-code phone number).
Timing: Send your SMS 24–48 hours after the Email Campaign for best results.
⚠️ Important: Only send SMS to contacts with valid TCPA consent if targeting US/Canada customers. Learn more about TCPA compliance.
Why Retarget Non-Openers with SMS?
Not all contacts open your Email Campaign on the first send. SMS provides an effective second touchpoint to reach those who missed or overlooked your email. Retargeting non-openers helps you:
Recover missed engagement – Reach contacts who didn't see your first message.
Use multiple channels – SMS complements email for a broader reach.
Increase campaign ROI – Maximize results from your existing audience without sending to those who have already engaged.
Sending an SMS Campaign to Non-Openers
Segmenting Non-Openers
First, create a segment of contacts who received but did not open your Email Campaign.
Step 1. Go to Audience → Click Create Segment → Select Create from Scratch.
Step 2. Add the following filters:
Filter 1: All contacts who:
Have message sent at least 1 time
Channel is Email
Message title is [Select your Email Campaign from dropdown]
AND
Filter 2: All contacts who:
Have not opened message at least 1 time
Message title is [Select the same Email Campaign]
Step 3. Click Save & Show Contacts → Name your segment (e.g., "Non-Openers – [Campaign Name]") → Click Save.
Your segment now appears under Audience → Saved Segments.
Send Your SMS Campaign
Now send an SMS Campaign to the segment you just created.
Go to Campaigns → Create New → SMS Campaign.
Compose your SMS message. For best practices, see Create and Send SMS Campaigns.
Click Next → In the Recipients step, select your non-opener segment from the dropdown.
Click Next step → Review your campaign → Click Send or Schedule.
💡 Tip: Include a clear call-to-action and link in your SMS. Omnisend automatically tracks SMS clicks.
Next Steps
Automate retargeting: Use Campaign Booster to resend campaigns automatically to non-openers with a fresh subject line or SMS.
Track performance: Monitor SMS click rates, sales, and bounce rates in Campaign Reports.
Manage SMS subscribers: Learn how to track and segment SMS-subscribed contacts.
FAQ
Can I automate this instead of doing it manually?
Yes. Use Campaign Booster to automatically resend your Email Campaign with a fresh subject line or SMS to contacts who didn't open or click. Campaign Booster can increase open rates by up to 30% and doesn't require manual segmentation.
What if my segment shows 0 contacts?
Check that:
Your Email Campaign has already been sent.
Contacts have phone numbers in your database.
Contacts are subscribed to the SMS channel.
You selected the correct campaign in both segment filters.
Do I need SMS credits to send this campaign?
Yes. Ensure you have enough SMS credits before sending. Each SMS sent counts toward your SMS credit balance. Learn more about SMS credits and pricing.
Can I retarget non-clickers instead of non-openers?
Yes. In your segment filters, replace "Have not opened a message" with "Have not clicked a message." This targets contacts who opened but didn't take action.
If you still have questions or need assistance, do not hesitate to contact our Support Team, available 24/7 via in-app chat or email at [email protected].