Don’t listen to the haters who say email is dead. As a marketing channel, email marketing remains unbeatable for its ability to help you grow and connect with your audience.
In a time when digital marketers expend considerable energy trying to capture attention before the next swipe, a savvy email marketing strategy puts you in front of an audience that is engaged, open to new opportunities and eager to be informed.
Proven Email Marketing Strategies that Deliver Results for Recruiters
Our customers regularly win new business and have candidates reach out to them through targeted email marketing campaigns.
Here are a few tried-and-tested use cases for email marketing that produce meaningful results in the form of leads and conversions.
Showcasing Available Candidates to Your Clients
This campaign entails a weekly email highlighting candidates from your talent pool who are available to start new roles next week, distributed to your clients according to segmentation by industry, company type or other relevant categories. It works particularly well for freelancers or contractors.
We track activity and set you up with alerts for clients who click, providing a fast connection for placement opportunities. It’s an informed and precise way of doing business development.
Broadcasting New Roles
In a similar vein to the ‘available candidates’ campaign, this one involves a weekly or monthly round-up of ‘hot jobs’, inviting candidates from your database to apply. We provide you with leads on which candidates have clicked, and your consultants can take care of the rest.
Monthly Newsletters
Newsletters are the ideal vehicle for recruitment agencies aiming to cement their brand with thought leadership. Think plenty of sector-specific content including videos, podcasts, news and market insights. Consider a well-crafted newsletter a touchpoint that places your business front of mind for those looking to hire or move jobs.
How to Optimise Email Campaigns for Best Results
Here are eight essential tips to optimise your email campaigns and engage both candidates and clients at the right time, every time.
1. Build and Segment Your List
Ensure you start with a mailing list that is up to date and compliant with privacy and communication regulations (e.g. GDPR, anti-spam laws). Segment your email audience by job type, industry, and engagement level to send targeted, relevant content.
2. Personalise and Add Value
Add a personal touch by using recipients’ names and customising emails based on their preferences. Offer valuable content such as industry insights and career advice, not just job listings.
3. Create Compelling Subject Lines and Calls-To-Action
Writing short, intriguing subject lines is the key to having a high open rate for emails. To stand out in recipients’ inboxes, keep subject headers punchy, direct and to the point. Use clear, action-oriented calls to action to guide recipients toward applying for jobs or visiting your website.
4. Optimise Emails for Mobile and Use Clean Design
At this point in history, not making your marketing content mobile-friendly is a big no-no! Ensure your emails are instantly readable on mobile devices, with a responsive and tidy design. Clean and professional layouts are key – think effective use of white space, easily readable fonts and appealing images.
5. Automate and Test
Make use of automation tools like Roi-Ai to create a smooth and painless campaign workflow, including follow-ups and onboarding. It’s also wise to conduct A/B testing on subject lines, content, and send times, to understand what works best and target your audience with laser-like accuracy.
6. Track and Analyse Key Metrics
Tracking performance is the bedrock of digital marketing for recruiters, especially email marketing. Monitoring key metrics such as open rates and click-through rates allows you to measure engagement. Use analytics to refine your strategy and enhance future campaigns.
7. Enable Social Sharing and Easy Unsubscribe
Adding social sharing buttons in emails is a simple way to extend your reach. To maintain a healthy email list and minimise spam complaints, provide a straightforward way to unsubscribe with as few clicks as possible.
8. Simplify Email Content with Personalisation
Assume that most (or everyone) in your audience will be skim-reading your emails, so it’s important to break up content with headings and subheadings.
When it comes to personalisation, you can do more than just address recipients by their name. You can tailor content based on their previous interactions with your business, their location, role type, demographics, or interests. Getting granular can produce surprisingly good results.
Get Email Marketing Expertise and Results with Prominence
At Prominence, we apply cutting-edge technology through our partnerships ensuring seamless integration and superior email marketing performance.
Implementing these strategies is just the starting point. To supercharge your email marketing efforts, the Prominence team can create killer campaigns that drive engagement and win you new business.
Ready to have an expert go over it with you? Contact us today for a free chat and tailored support for transforming your recruitment marketing. For more expert insights, check out our blog here.
