Average Second Chance / Re-targeting Email Benchmarks
Second chance emails target subscribers who engaged with an initial campaign but did not convert — openers who didn't click, clickers who didn't buy, or cart abandoners who didn't complete checkout. They are a low-cost revenue recovery tactic: the audience has already demonstrated interest, so the incremental value of a second send is high.
Average open rates range from 20% to 32%, with click-through rates between 4% and 10%. Recovery conversion of 5-12% is typical — meaning 5-12% of the non-converters who receive the second chance go on to complete the original action. The key to performance is differentiation: a second chance that looks identical to the first offer provides no new reason to act.
Key Findings
- Second chance emails achieve open rates of 20-32% on non-converters.
- CTR of 4-10% reflects a targeted, previously-interested audience.
- 5-12% of non-converters convert on the second attempt.
- Sending 3-7 days after the initial offer balances urgency with patience.
- A different subject line angle lifts opens and clicks by 15-25%.
Open Rate Benchmarks
Open rates range from 20% to 32%, with top-quartile campaigns exceeding 42%. The best-performing window is 3-7 days after the original send — early enough that interest persists, late enough that non-openers have a fresh chance to see the message. Subject lines that acknowledge the previous interaction ("You looked at this — here it is again") outperform generic reminders. Openers of the original campaign open the second chance at higher rates than non-openers, so segmenting by prior behaviour improves results.
Click-Through Rate Benchmarks
Click-through rates range from 4% to 10%, with the strongest campaigns reaching 16% or higher. A single, clear call to action focused on completing the original action outperforms multi-link layouts. Adding a mild incentive — free shipping, a small discount — lifts CTR by 20-40%, but should be tested against the margin cost. Personalising the second chance with the previously viewed item or offer significantly increases click-through.
Best Practices
- Send 3-7 days after the initial offer to balance relevance and patience.
- Use a different subject line angle — the same line provides no new reason to open.
- Segment by prior behaviour: openers, clickers and cart abandoners respond differently.
- Keep a single CTA that completes the original action.
- Test a mild incentive against margin cost.
- Cap the sequence — a third resend rarely pays for itself.
Related Benchmarks
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Abandoned Wish List Email Benchmarks
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Account Creation Email Benchmarks
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Account Deletion Email Benchmarks
Account deletion email benchmarks for open rates, click-through rates, and recovery rates. Account deletion emails confirm account closure and offer a final opportunity to recover the account.
Account Recovery — Email Marketing Benchmarks
Email marketing benchmarks for account recovery and re-activation emails including dormant account recovery, password reset, and re-engagement campaign performance data.
Account Upgrade Prompt Email Benchmarks
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Frequently Asked Questions
A recovery conversion of 5-12% is typical, with 12-20% considered excellent for highly engaged segments. The recovery rate is measured against the non-converters who receive the second chance, not the full list.
The best window is 3-7 days after the original offer. Sending too soon risks annoying subscribers who simply haven't acted yet; sending too late lets interest fade and the moment pass.
A resend sends the same email to non-openers with a changed subject line. A second chance targets everyone who engaged but didn't convert — openers and clickers included — with messaging that references their prior interest. Second chance is more targeted and usually more conversion-focused.
Test it. A mild incentive (free shipping, small discount) typically lifts clicks and recovery, but the margin cost must be weighed. For high-intent segments like cart abandoners, the incentive often isn't needed.
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