10 Tips for designing emails for Recruitment Email Marketing

You’ve decided that recruitment email marketing is perfect for your company, and you’ve got your client list ready to go, but you still need a professional email template that gets those readers engaged.

Here are 10 things you need to consider when designing an email.

1. The sender name

It’s important that your readers know where the email has come from. This is often the first thing your candidate or client will see. Your ‘from name’ needs to be recognisable and trustworthy. Avoid a sender name such as ‘no-reply’, this tells recipients that you’re not looking to engage in a conversation. Use your common sense on this one.

2. Subject line

Does your subject line convey the subject of the email correctly? If your email is a newsletter featuring all the latest news from the recruitment sector, then tell your readers that. Don’t lie or hide what’s inside the email.

3. Snippet text

Some email programs like Gmail or Outlook will take around 100 characters from your first sentence to be used as a small preview under your subject line. Make the most of this opportunity to get your email opened. Include a call to action or build on your subject line.

4. Image blocking

Don’t rely on images to do the job of text. The majority of email clients will block images automatically. Combat this by keeping your images to 60% of the content, and your text at 40%. You’ll also need to create a plain text version. Your recipient needs to understand your email, even if they can’t see the images.

5. Preview pane

Some email clients show a portion of the email in the preview or ‘reading’ pane. Place interesting content in this space to entice your reader to open the rest of the email. Use this space (usually 600px by 400px) to your advantage.

6. The inbox

The email inbox is a busy place for your email to land. A typical email user is probably not waiting for your email with bated breath. So when it does arrive, make sure it doesn’t waste their time. Figure out why someone would want to receive your email, and tell them.

7. Call to action

Include a clear call to action in your email. Tell the readers what you want them to do. Do you want them to sign up to all the latest recruitment news? Or do you want them to upload their CV and become a client? Make it obvious what they should do, and what will happen when they do click.

8. The landing page

Designing an email campaign doesn’t stop at the email. Think about where the call to action will take them. The landing page should be an extension of your email. If the two are designed differently the reader won’t understand the association and will bounce off.

Avoid cluttered landing pages –make the experience as user friendly as possible.

9. Unsubscribe

It’s a legal requirement to allow readers to unsubscribe from your emails. An unsubscribe link needs to feature somewhere in your email content. Make it easy for readers to unsubscribe, before they mark the email as spam.

10. Test

It’s important to test various email designs against each other to see what works best. But it’s also important to test send your email to a small group of recipients before sending it to the entire list. This ensures your email renders across various email service providers correctly, whilst also making sure your email passes through the spam filters and lands straight in the inbox.

You can then make adjustments, so that when you send to your entire contact list, your email is optimised for the best results possible.

How else can you improve your email campaigns? Let us know.

Related articles: Learn how to improve your recruitment email marketing campaigns.

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