The best-performing re-send 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 that changed the entire thing.

Most re-sends fail because they look like re-sends. Same sender name, same design, same "in case you missed it" energy, and in some cases even the same subject line (please don’t do that!!)

This strategy flips that. It makes your re-send look like a personal forward from someone on your team or a personal friend. Like they saw the original email, thought about the subscriber specifically, and hit forward.

The result: a scroll-stopping, pattern-interrupting email that gets people to open, even if they ignored your last email.

It hijacks the way 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 actual email content is exactly what you already sent, there's zero additional creative work.

You're not rewriting copy or designing a new campaign. You're just changing how it shows up in the inbox.

It's a plain-text block at the very top of your email that looks like a forwarded message thread.

The original can be a designed email, plain text, or anything in between.

The subscriber opens the email and sees something like this:

Then the rest of your email appears exactly as it did the first time.

That's it. A simple text block that reframes the entire email as something someone forwarded to you personally.

Test using the “FWD:” or “fwd:” in the subject line, but it can in some cases, affect inbox placement if overused.

Step 1: Duplicate the campaign you want to re-send (or save it as a template if you're forwarding a different email)

Step 2: Add a text block at the very top of the email design

Step 3: Paste this structure:

Step 4: Customize the "from" message. Keep it casual. "Saw this and thought of you" works. So does "Did you catch this?" or "Thought you might've missed it."

Step 5: Send to the segment that didn't open or click the first time.

The whole thing takes less than five minutes to set up.

This forward strategy works because it makes old content feel new without actually being new. You get incremental opens, incremental clicks, and incremental revenue from emails you already wrote.

But here's the thing: this only works if you have emails worth forwarding in the first place.

If you're staring at a blank Klaviyo editor wondering what to send, we built a Figma file with 140+ real campaign screenshots from top DTC brands.

Organized by category. Fully swipeable. Real emails that actually got sent.

Grab it here: https://www.figma.com/design/25FuFFqZ1wyPtaISJVtDBY/Email-Pillars?node-id=0-1&t=tyk0OxJdGU9lJPXc-1

Use it for inspiration, use it to brief your team, or just steal the angles outright. Either way, you'll never run out of campaign ideas again.

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