News & Info

When and Why to ReMail™: The Art of the Strategic Second Drop

06/09/2025

If you’ve ever poured your energy into a great direct mail appeal only to feel like the response was just okay, you’re not alone. But before you start testing other variables to improve response rate, there’s one smart tactic that’s often overlooked: the strategic second drop — also known as ReMail™.

When done well, ReMail™ can give your original appeal a second wind. It’s not just a repeat; it’s a second chance to be seen, read, and responded to. The key is knowing who to send it to so it feels relevant and warranted, not annoying.

The Why: Understanding the Impact

Let’s face it — mail gets missed. People are busy. The first time around, your envelope might have been buried in a pile, opened and forgotten, or set aside for later… and never returned to. ReMail™ puts your message back in front of those individuals who may have been interested but didn’t act.

It also adds urgency, which can move people from “I meant to give” to “I’m giving now.” In many campaigns, ReMail™ can lift total response by 30% – 50%.

The Who: Not Everyone Should be ReMailed

ReMail™ uses Donor Science™ and a refined scoring system to analyze how recipients responded to the first drop of a campaign, allowing you to zero in on the segment most likely to respond to a second mailing. This isn’t about simply resending your original package—it’s about identifying the top-performing slice of your list and adjusting the message to boost its appeal. Depending on how your initial drop performed, the ideal second-drop audience could be 20% or it could be 40%, it all depends on the results of the custom-built ReMail™ model and the associated scores. 

  
This data-backed approach ensures that your second touch feels intentional and well-timed, rather than repetitive. Simple tweaks to the control package, such as adding the words “Gentle Reminder” on the outer envelope, can add impact. If you sent a premium in the first campaign, do not send a second premium, but rather ask, “Did you receive our gift?”

ReMail™ campaigns routinely outperform the initial drop, helping nonprofits get more value from their acquisition investments and increasing response rates without the need to reinvent the entire campaign.

The When: Timing is Everything

So, when’s the right moment to drop that follow-up appeal? Too soon, and it can feel like you’re pestering donors. Too late, and the window of relevance might have passed.

A good rule of thumb is to send a ReMail™ about 2 to 4 weeks after the first drop. That gives enough space for your original message to breathe — and for people to realize they haven’t acted on it — without losing the thread entirely.

Also, think about what else is happening on the calendar. If you’re heading into a fiscal year-end, a match deadline, or a holiday giving season, lean into those dates in the timing and message.

The How: Refining Your Approach

To ensure your ReMail™ strengthens your fundraising strategy rather than dilutes it, consider tweaking elements of your package. The envelope, headline, or the call-to-action—each of these offers an opportunity to refresh your message and capture attention.

A redesigned envelope—perhaps with a bold color or unique size—helps it stand out instantly. Inside, updating your headline to focus on a new aspect of your message or a different story can draw renewed attention. Finally, adjusting your call-to-action adds variety; if the first appeal stressed urgency, the second might highlight progress already made, reinforcing how continued support drives results. These thoughtful changes signal that your message has something new to say, encouraging recipients to take another look and stay connected to your cause.

The Real: ReMail™ In Action

When one of our nonprofit clients came to us facing declining acquisition response rates, they knew it was time for a fresh approach. For FY25, they partnered with us to breathe new life into their donor acquisition efforts using our Donor Science ReMail™ strategy — a targeted, second-touch approach driven by eight years of campaign and responder data. Rather than defaulting to a traditional “send more” mindset, we let the data lead. Our ReMail™ model carefully identified which prospects were most likely to respond to a second mailing and prescribed the ideal volumes for both the initial and follow-up drops.

The results were immediate and impressive. The first drop of the fall campaign saw a 50% lift in response rate, while the second drop — powered by ReMail™ — brought in a 58% Year Over Year increase. With smarter outreach, the client didn’t just grow their donor file — they added 39% more new donors and saw a 58% jump in revenue. ReMail™ isn’t just about mailing again; it’s about mailing smarter. By focusing only on the people who are most likely to respond, our clients see better returns, stronger acquisition, and a clear edge in an increasingly competitive fundraising environment.

Avoiding the “Repeat” Trap

Your ReMail™ shouldn’t feel like you’re bugging the same people over and over. Done right, a ReMail™ strategy should differentiate between who responds to a second touch and who doesn’t. With the Donor Science ReMail™ model, you’re cutting out those who have already responded and those who aren’t likely to respond to another appeal. You’re cutting out the non-responders before anything goes in the mail.

Done thoughtfully, ReMail™ isn’t redundant — it’s strategic. It says to your audience, “This matters. We still need you.” And sometimes, all someone needs is that one more nudge.