What is double sending, and should I avoid it?
Double sending means sending the same campaign twice, often resending to non-openers with a new subject. It can add some clicks, but it can also raise complaints and fatigue.
Open data is unreliable with privacy protections, so a resend to non-openers can reach people who already saw the first email.
If you test it, limit it to engaged segments, change something meaningful, and watch complaints and unsubscribes.
In practice.
A store resends a key announcement once, three days later, with a new subject line to engaged subscribers who did not click. It compares added orders with extra unsubscribes before repeating it.
Want this handled for your store? See our klaviyo email marketing service or book a free audit.
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