Day: May 1, 2025

Why focus on “clickers”?

You’ve carefully crafted the subject line, refined the content and precisely segmented your database, but in the end, some of your contacts clicked. This simple gesture reveals a powerful signal: the desire to find out more. Yet too many companies let this hot lead go cold, for lack of a clear follow-up plan. The result: a prospect ready to take action disappears, conversion stagnates and deliverability stagnates.

Relaunching your clickers means capitalizing on the interest already expressed, while maintaining commercial pressure on the rest of the base. Better still: if carried out methodically, the follow-up sequence nurtures the relationship, improves your reputation as a sender and reduces your acquisition costs.

In this article, you will discover :

• how to qualify and segment your audience to speak to the right contact ;

• ideal timing to maximize engagement (“1-4-11” cadence);

• three email formats that turn attention into action;

• the key automations to set up in Ediware to leave nothing to chance ;

• KPIs to track and mistakes to avoid to maintain optimal deliverability.

Get ready to turn a simple click into a real business opportunity.

1. Who are your “clickers”?

1.1 – Definition and qualification criteria

A clicker is not a simple opener: it’s a contact who has opened and clicked at least once on a link in your email.
These two actions together reveal :

• An explicit interest in your subject or offer;

• Active curiosity: they want to find out what’s behind the link.

Remember: a clicker is no longer a cold prospect, but a warm lead, ready to be nurtured or converted.

1.2 – The business value of a hot prospect

Why focus your efforts on them?

• Higher conversion rate: according to Ediware’s internal data, clickers convert 2 to 3 times more than the database average.

• Lower acquisition costs: each euro invested in a clicker yields a higher return than the same euro spent on broad prospecting.

• Positive impact on deliverability: addressing an engaged segment strengthens your domain’s reputation with ISPs.

1.3 – Tailor-made treatment is essential

If you treat a clicker like any other subscriber, you run the risk of :

• dilute its attention in a generic communication ;

• miss the opportunity to answer his immediate questions;

• see its interest wane in favor of a more responsive competitor.

Your mission: identify these signals, isolate the segment and build an appropriate follow-up sequence – timing, content, tone. This way, you keep the conversation going at the precise moment when the prospect is ready to move on.

2. Segment effectively before relaunching

2.1 – Extract the “clicked” segment in your platform

To begin with, it’s essential to isolate, in your emailing tool, all the contacts who have demonstrated this valuable commitment. In practice, most platforms – Ediware included – offer a “clicked on…” filter. In this way, you can identify the recipients concerned in a matter of seconds. As soon as this segment is created, remember to save it, so you can easily enrich or exclude it later.

2.2 – Refining segmentation: links, context and tunnel phase

Secondly, it is not enough to know who has clicked; it is also necessary to understand what they have clicked on and under what conditions:

• Type of link: a click on a product sheet has a different meaning to a click on a blog post.

• Device and time of day: a mobile click late at night may indicate a quick consultation; conversely, a desktop click in the middle of the morning suggests a more relaxed approach.

• Stage of maturity: in addition, if this contact was already in your funnel (e.g. free trial in progress), the follow-up should be calibrated accordingly.

By combining these parameters, you avoid sending the same message to everyone; you adapt the angle, vocabulary and degree of urgency to each profile.

2.3 – Clean and enrich data for advanced personalization

Finally, before triggering any sequence, make sure that the information associated with each contact is reliable. For example:

1. Check key fields (first name, company, sector); a misspelled first name immediately breaks the personalization effect.

2. Fill in missing data, for example via an enrichment API or a quick phone call.

3. Eliminate duplicates or suspect addresses, and preserve your reputation as a sender.

Thanks to a clean, rich segment, in the next phase you’ll be able to weave a tailor-made discourse; as a result, the recipient will really feel that this message was written for them – and not for an impersonal list.

3. The ideal cadence:
the “1-4-11” rhythm

Timely follow-up isn’t just a question of timing; it’s above all a psychological lever. In other words, it’s about reappearing at the precise moment when the prospect still remembers you, without feeling harassed. To achieve this, the most tried-and-tested method remains the “1-4-11” sequence, i.e. :

3.1 – Why relaunch the very next day?

First of all, a call-back within 24 hours capitalizes on the prospect’s fresh memory. Indeed, his click proves that he has already given a few seconds to your proposal; reaching out to him immediately reinforces the impression of responsive customer service.

3.2 – Four days later: food for thought

After that, allowing three to four days to elapse gives you time to reflect. During this time, your contact can compare, consult colleagues or simply digest the information. The second email then arrives as a welcome resource: case study, practical guide, customer testimonial… So you can continue the conversation without unnecessary pressure.

3.3 – Relaunch one last time a week later

Finally, by the eleventh or twelfth day, the prospect is likely to move on. Introducing a light notion of urgency (“there are only three demo slots left this week”) helps them to make a decision, while remaining respectful. What’s more, this deadline sets a framework: if the person doesn’t respond, you can switch them to a later nurture, without risking irritation.

3.4 – Adjust to your sales cycle

Of course, this rhythm is not set in stone. For example, in high-value B2B software, a longer purchase cycle may justify a delay: D + 2, D + 7, then D + 14. Conversely, for a limited promotional offer, a reminder on D + 3 then D + 6 may be more appropriate. The key is to remain consistent with :

• price and complexity of the offer;

• season (vacation period, trade shows) ;

• first-click behavior (time on page, new visit, etc.).

In short, the “1-4-11” cadence forms a reliable backbone; it’s up to you to modulate it to suit your audience’s expectations.

4. Three relaunch formats that convert

Once you’ve set the right tempo, it’s time to choose the right message. In practice, three email templates stand out as the most effective; each has a precise objective and an appropriate tone. In this way, you move step by step towards conversion without ever tiring your prospect.

4.1 – Relaunch 1: personalized callback(plain-text)

The very next day, you send a short, text-based message (like an individual e-mail). In this way, you strengthen your relationship with your prospects.

• Subject: “May I answer your questions?”

• Structure:

  1. Personal catchphrase: “Hello {First name}, I noticed your interest in…”

  2. Help proposal: “Would you like an example, a demo or a quote?”

  3. Minimalist CTA: button or simple prompt to reply.

Expected results: trigger a direct conversation, remove any obstacles and confirm the relevance of your offer.

4.2 – Relance 2: adding value (guide, case study, webinar)

Four or five days later, you come back with concrete content. In other words, you go from sales pitch to proof by example.

• Subject: “[PDF Guide] 3 best practices for {the prospect’s objective} “

• Contents:

  • summary of the three key points ;

  • download link to guide, video or case study ;

  • bridge to action: “If you’d like to apply these ideas to your context, book a call here.”

With this approach, you position your brand as expert and generous, while taking the prospect further in their thinking.

4.3 – Relaunch 3: gentle emergency (limited places, end of promotion)

As the deadline approaches, a measured sense of urgency drives the decision. However, it’s important to remain honest: the offer or limited window of opportunity must be real.

• Subject: “2 demo slots left this week”.

• Message:

  1. A reminder of the major benefit;

  2. Rarity indication: “Agenda almost full, I can still see you on Thursday at 10 a.m. or 2 p.m.”.

  3. Booking link via calendar or direct response.

In this way, you create a non-aggressive dynamic for taking action.

4.4 – High-performance objects & best copywriting practices

To maximize opening and clicks :

Keep these principles in mind:

• one idea per email ;

• a single, visible CTA;

• a concrete, benefit-oriented language ;

• moderate length (100 – 150 words) to remain readable on cell phones.

By combining these three formats, you offer a logical progression: first the help, then the value, finally the decision. In this way, your sequence respects the reader’s psychology while serving your conversion objectives.

5. Personalization and design: really talking to the right person

Relaying is good; relaunching with relevance is even better. In other words, every detail – from the first name displayed to the colors of the button – can strengthen (or break) the connection with your reader.
Here’s how to do it, step by step.

5.1 – Using dynamic variables with finesse

First of all, personalization isn’t just about inserting “{Firstname}” in the subject line of an email. You can – and should – go further:

• Offer consulted: “I saw that you’d downloaded the {Name of guide} guide”; in this way, you show that you’re really following its path.

• Identified sensitive point: use the Pain Point field to adapt the promise: “…to optimize your logistics costs”.

• Tunnel phase: if the prospect has already requested a demo, call him back; conversely, offer it when he hasn’t yet taken a step.

Ediware tip: harness the power of the email builder by combining several conditional criteria (first name, sector, link clicked, etc.). This approach generates ultra-personalized emails that give the impression of having been designed individually for each recipient.

5.2 – Adopt the right tone and consistent storytelling

Secondly, personalization also involves writing style. After all, a financial director and a marketing manager do not react to the same arguments.
Therefore:

1. Choose vocabulary that echoes your target’s everyday life; avoid unnecessary jargon.

2. Tell a mini-story: “Like you, Claire, Marketing Director at X, was hesitating…”. This technique allows you to project the reader into a similar situation.

3. Alternate formats: customer testimonials, metaphors, key figures; and vary the rhythm of sentences to maintain attention.

5.3 – Careful design: responsive, readable, frictionless

Finally, even the best text can fail if the layout discourages reading.
As such :

• Prioritize mobile reading: 50% + of emails are opened on smartphones. That’s why we recommend a maximum width of 600 px and buttons measuring at least 44 × 44 px.

• Keep just one CTA visible, above the waterline. The simpler the choice, the quicker the decision.

• Limit the use of heavy images; this way, the e-mail will load quickly, even with 4 G. Instead, use white space to air out the text.

• Contrast and typography: light gray text on a white background is tiring on the eye; prefer a charcoal gray (#333) and a legible sans-serif font (Arial, Verdana).

Good to know: Ediware includes a “responsive preview mode”; take advantage of this to check the display on iOS, Android and Outlook before sending.

5.4 – Reducing friction until the final click

In addition, each micro-interaction influences the conversion:

By applying these principles, you make the prospect feel at the center of the exchange; as a result, they naturally move towards action – click, appointment or purchase.

6. Measuring and optimizing: key KPIs

Once the relaunch sequence has been deployed, indicator analysis becomes the compass that guides your adjustments. In other words, without rigorous monitoring, it’s impossible to know whether your efforts are bearing fruit. Below you’ll find the main KPIs (key performance indicators) to monitor, along with the associated optimization levers.

6.1 – The six essential indicators

In practice: track these metrics on a weekly dashboard. This way, you’ll be able to detect any drift quickly and react before it impacts your domain’s reputation.

6.2 – Interpret signals and react step by step

1. Declining opening rates?

   • Check deliverability: have you changed the sender address or IP?

   • Fine-tune the subject line: add a concrete benefit, remove superfluous capital letters.

2. Stable CTR but low conversions?

   • Analyze the consistency between the CTA and the target page.

   • Shorten the form: three fields are all you need (email, first name, company).

3. Bounces or rising complaints?

   • Program a list hygiene: eliminate addresses that have been inactive for 90 days.

   • Re-examine the segmentation: relaunch only recent clickers, not the entire base.

6.3 – Continuous improvement loop

To turn your reporting into an engine for growth:

• Analyze your results: track performance by campaign, month or segment (new contacts vs. mature leads).

• Experiment methodically: change only one parameter at a time (object, visual, deadline). This will help you identify the variable that really influences the KPI.

• Document your tests: keep a record of hypotheses and results to avoid repeating experiments you’ve already carried out.

• Share the lessons learned with the sales team: a high response rate may herald a peak in demand. By adjusting resources, you can reduce response times and maximize customer satisfaction.

With this approach, you’ll turn every reminder into a measurable element, and every metric into an informed decision. As a result, your actions will no longer be based on intuition, but on tangible data – a guarantee of constant progress and controlled ROI.

7. Common mistakes to avoid

Even with a solid method, some blunders are enough to ruin your efforts. To prevent them, let’s take a look at the most common pitfalls – and above all, the simple ways around them.

7.1 – Over-solicitation: confusing boosting with bludgeoning

Why is this a problem?
When prospects receive too many emails in a short space of time, they end up unsubscribing or, worse, flagging your messages as junk. Your domain suffers, and deliverability drops for the whole base.

How to avoid it?

• Stick to a maximum of three reminders over fourteen days.

• Program a pause period: then switch to monthly monitoring.

• From the very first email, offer a link to a frequency preference (“Receive a monthly summary?”).

7.2 – Generic reminders: forget personalization

Why is this a problem?
A “copy and paste” message loses its proximity effect and drastically reduces the click-through rate.

How to avoid it?

• Use at least two dynamic variables (first name + offer consulted).

• Segment your relaunches by type of link clicked: a PDF guide doesn’t follow the same pattern as a product sheet.

• Check the consistency of your fields; “%FIRSTNAME%” displayed in plain text is the best way to break trust.

7.3 – No clear call to action

Why is this a problem?
The prospect is interested, but doesn’t know what to do; their momentum is lost, and you lose the conversion.

How to avoid it?

• Limit yourself to a single, visible and explicit CTA (“Book your demo”, “Download the study”).

• Position it above the waterline; the contact doesn’t need to scroll to act.

• Use a contrasting design; a neutral button blends into the background, while a prominent one draws the eye.

7.4 – Inconsistent landing pages

Why is this a problem?
If the email promise is not found on the target page, the prospect feels cheated and closes the tab.

How to avoid it?

• Repeat the same benefit in the email and on the page (identical or very similar title).

• Keep the page light: a short form and a clear proposal, with no extraneous menus.

• Optimize loading time; every extra second reduces conversion rates.

7.5 – Ignoring deliverability warning signals

Why is this a problem?
A spike in bounces or complaints sends your domain into quarantine; your e-mails end up as spam, even for committed contacts.

How to avoid it?

• Monitor bounces, unsubscribes and complaints after each mailing.

• Suspend hard bounces immediately.

• Maintain an average engagement score (opens + clicks) of over 15%; below this, trigger a clean-up operation.

In short, avoiding these mistakes means protecting three pillars: prospect confidence, message consistency and sender reputation. Regular vigilance – combined with the KPIs in the previous section – will guarantee effective and reliable follow-ups.

8. Concluding & Actionable checklist

Key points to remember

• Capture the right audience first: your clickers are already interested prospects, so treat them as such.

• Fine-tune the segmentation before writing: the more closely the reminder matches the link clicked, the higher the conversion rate.

• Stick to the “1-4-11” tempo: a quick reminder, valuable content, then gentle urgency.

• Take care with personalization and design: a legible, mobile-first and truly relevant message makes all the difference.

• Measure each step: open, click, respond; then correct anything that falters to maintain the momentum.

Ready-to-use checklist

What’s next?

You’ve got the ingredients to turn a simple click into a real opportunity. Put the checklist into action today, and watch your conversions grow without increasing your marketing spend.

Need a technical boost? Try Ediware and build your dunning sequence in minutes.

FAQ – Relance emailing

What’s the ideal time to follow up a prospect after a click?
Follow up the next day (D + 1): the click is still fresh, the contact remembers you and the probability of a response is maximized.

How many reminders do you recommend?
Three reminders over a fortnight: a quick reminder, valuable content, then a gentle urgency. Beyond that, the risk of unsubscribing or complaining increases sharply.

How do you measure the success of an email relaunch?
Monitor six indicators: open rate, click rate, response rate, conversion rate, bounce rate and number of complaints. Focus especially on the conversion rate to assess the real business impact.

Do I have to change the object every time I relaunch?
Yes, adapt the subject line to the purpose of the email (reminder, added value, urgency). A separate subject line for each stage clarifies the intention and rekindles interest without appearing repetitive.

When should you clean up your contact list?
Perform a complete clean-up every three months: remove hard bounces, quarantine repeated soft bounces and remove inactives older than 90 days to protect your deliverability.

What’s the difference between plain-text and HTML dunning?
Plain-text looks more personal and passes through some spam filters better; light HTML allows you to add a visual or a CTA button that stands out. Choose according to your audience’s objective and profile.

Should I segment my relaunches by type of link clicked?
Absolutely. A click to a product sheet, a webinar or a blog post doesn’t translate the same need. By adapting the angle, you can often double the conversion rate.

How do you deal with contacts who don’t respond after three reminders?
Put them through a monthly nurturing program (educational content, case studies, industry intelligence). If they remain inactive after 90 days, place them in a “dormant” segment and reduce the frequency.

Can the same contact receive several reminder sequences?
Yes, but never in parallel. Block the entry of a contact already engaged in a sequence to avoid over-solicitation and contradictory messages.

What’s the best time to send a reminder?
Test according to your audience; for B2B, effective reminders often go out between 8:30 and 10:30 a.m., when the inbox is open but not yet saturated.

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