Email marketing basically means sending emails campaigns from a business to their customers. In the recruitment industry it’s done both to engage the passive candidate (someone not actively looking for a job) and to get the active candidates (current jobseekers) to apply for jobs.
An email from a recruiter may include any number of the following things:
- Their brand
- Call to action
- Jobs
- Thought leadership information (white papers, blog content)
- Competitions
- Testimonials
- Case studies
- Client portfolios
Opinion differs as to what are the most important aspects of a marketing email. However, the company branding and a call to action are probably indisputable. These are important for recruitment website design, so it makes sense to have them in emails too.
Email recruitment marketing campaigns are popular as they take a company’s brand and message straight into the inbox. It drives brand awareness and gives the company an opportunity to sell their products, services or share their message. Personalisation is a key buzz word in marketing at the moment. It may happen subtly in email marketing, for instance saying “Dear John”. Some email marketing software is developing beyond this however, and is able to send emails at effective times for different recipients e.g. when they’re most likely to be in their inbox.
Email marketing works best when it is organised within a campaign. This means defining how often the emails will go out and what time of day. It’s deciding the content, and where this will come from. For example, will the email link out to articles on a website? Or will it have a main body of text that links through to jobs or submit CV functionality? Then to assess their effectiveness, tracking is important. Open rates, clicks through and conversions are key reporting stats for email marketing.
An essential part of the campaign is recipients. Sometimes email marketing lists are the result of years of harvesting contacts from job applications, contacts on social networking sites and referrals. Lists can also be bought, which is an effective way to get your message out, but may not be as successful as creating an organic list over time.
So, with these main aspects of email marketing in mind, a successful campaign can be started!
Posted in Recruitment Agencies | Comments ( 0 )
