The event turned out to be a success! Ani sends a “thank you” email with a discount code to attendees, but not everyone opens the email. How could Ani reach the recipients who didn’t open their email and encourage them to come back to shop the bookstore?

Ani can re-engage non-openers by resending the email campaign specifically to those who didn't open it. This is a common and effective email marketing tactic to increase open rates and ensure the message is seen. Mailchimp's mobile app allows for this functionality. Additionally, for a more impactful and unique approach, Ani could set up an automation to send a physical postcard to non-openers. This stands out in a digital world and can capture attention that an email might miss, potentially driving them back to the bookstore. Running an A/B test on subject lines is a strategy for future campaigns, not for re-engaging non-openers of a past email. Adding product recommendation blocks is an email content optimization strategy, not a method to reach those who haven't opened the email at all.