Click. Creeeaaak! That’s the sound of a subscriber opening your last marketing email – and opening a mental door to more information on that particular subject. Then there’s that other sound: the silence. That’s a subscriber who didn’t open their door this time. In one scenario, you got to share some information. In the other, you didn’t. But in both, you’re still standing on the doorstep. So what to do next? Make the Most of Your Doorstep Status In either case, if you shrug and walk away, you’ve given up. Stick around and follow up. Sending a second email based on who opened and who didn’t can prompt a second wave of purchases. This is called behavioral targeting: responding to subscribers’ behavior to get more response from the list and promotions you already have in place. It’s so effective, 71% of Aweber’s customers report that they plan to do more of it in upcoming months. If you want to learn more about Aweber and how you can build awesome email marketing campaigns you can do so here .