Resend to Non-Openers With This One FWD Text Block
Most resends fail because they look like resends. One plain-text block at the top makes your resend look like a personal forward, with no new copy, no new design and no discount.
Quick answer: When you resend to non-openers, don't rewrite the email. Add one plain-text block at the very top that makes it look like a personal forward from someone on your team: a short note, then "Forwarded message," the original sender, date and subject. The rest of the email stays exactly as it was. It takes less than five minutes in Klaviyo, and it turns an email people already ignored into something that looks new.
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Why do most resends to non-openers fail?
Because they look like resends.
Same sender name, same design, the same "in case you missed it" energy, and sometimes even the same subject line. Please don't do that. If someone ignored the email once, sending them an identical copy gives them no new reason to open it.
The best-performing resend I've seen this year didn't rewrite the copy, change the design or add a discount code. It added one simple text block at the top of the email, and that changed everything.
Why does a forwarded email get opened?
It changes how people process their inbox.
When you see a forwarded message, your brain reads it differently. It feels personal. It feels like someone thought of you. It feels like there's context you're missing. That split second of curiosity is enough to stop the scroll.
And because the email underneath is exactly what you already sent, there's no new creative work. You're not rewriting copy or designing a new campaign. You're only changing how it shows up.
What does the FWD text block look like?
It's a plain-text block at the very top of your email, formatted like a forwarded message thread. The original email underneath can be fully designed, plain text or anything in between.
Here's what the subscriber sees when they open it:
Then the rest of the email appears exactly as it did the first time:
That's it. One text block reframes the whole email as something a person forwarded to you.
How do you set up the FWD resend in Klaviyo?
- Duplicate the campaign you want to resend. If you're forwarding a different email, save it as a template first.
- Add a text block at the very top of the email design.
- Paste this structure into it:
[Your message here: keep it short and personal]
---------- Forwarded message ---------
From: [Your Brand Sender Name] <[sender email]>
Date: [Original send date and time]
Subject: [Original subject line]
- Write the personal note. Keep it casual: "Saw this and thought of you," "Did you catch this?" or "Thought you might've missed it." For example:
Saw this and thought you might be interested!
---------- Forwarded message ---------
From: [Founder name] <founder@yourbrand.com>
Date: Mon, May 5, 2026 at 10:15 AM
Subject: Our new flavor is here!
- Send it to the people who didn't engage with the original. The whole setup takes less than five minutes.
What most brands miss: "non-openers" isn't who you think
Apple Mail Privacy Protection can register an open automatically, even when nobody read the email. So if you build your resend segment from people who "didn't open," you'll quietly skip some subscribers who never actually saw it.
For a cleaner resend audience, target people who received the original and didn't click. Clicks are a much better sign that someone engaged, so the resend reaches the people who still haven't acted on it.
Should you put "FWD:" in the subject line?
Test it, but don't make it a habit. A "FWD:" or "fwd:" subject line can lift opens, but if you overuse it, it can affect inbox placement. Use it on your most important resends, not every one.
Why does this only work with good emails?
The forward works because it makes old content feel new without being new. You get incremental opens, clicks and revenue from emails you already wrote.
But it only works if you have emails worth forwarding in the first place. Forwarding a weak email just gets it ignored twice. If you're staring at a blank editor wondering what to send, start with campaigns that already work for other brands.
FAQ
Should you resend emails to non-openers?
Yes, for your important campaigns, as long as the resend looks different from the original. An identical copy gives people no new reason to open. Changing how the email appears in the inbox, such as with a forwarded-message block, gives it a second chance without new creative work.
Who should get the resend?
People who received the original but didn't engage. Because Apple Mail Privacy Protection can register opens automatically, "didn't click" is a more reliable filter than "didn't open." It keeps the resend focused on subscribers who still haven't acted.
Do I need to rewrite the email for a resend?
No. With the forward strategy, the original email stays exactly the same. You only add a short plain-text block at the top that looks like a forwarded message thread, with a personal note above it. It takes a few minutes in Klaviyo.
Does "FWD:" in the subject line hurt deliverability?
It can if you overuse it. A "FWD:" subject line is worth testing on important resends, but using it on every send can affect inbox placement. Rotate it with other subject lines and watch your results.
What should the personal note say?
Keep it short and casual, like a real person forwarding an email to a friend. "Saw this and thought of you," "Did you catch this?" and "Thought you might've missed it" all work. One line is enough.
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