3 Tips for getting started with recruitment email marketing
Many people think email marketing is a thing of the past. Social networking sites have changed the way people use the internet forever, and there’s no going back. But just because social media is so popular, doesn’t mean there isn’t space for email marketing too.
Email marketing gathers an average return of £24 for every £1 spent, according to Econsultancy, and it is the second most popular form of marketing after Pay Per Click adverts on Google. Not bad for a system that was created over 30 years ago.
However, email marketing can be done terrible. I’m sure everyone has received an email marketing campaign that has annoyed them, or made them unsubscribe at some point. But it isn’t the channel that’s to blame; it’s the company that sent the email.
When done correctly email marketing can transform your business, and recruitment email marketing can be particularly effective.
Here are three tips for getting started with recruitment email marketing:
1. Only use opt-in contact lists
Here in the UK, bought data can be used, so if you don’t have a list of contacts already, email addresses can be purchased. This does work, but the contacts may need a softer approach, than those that have opted to receive your emails.
If a person signs up to your newsletter, or signs up through your website, it’s obvious that they want to receive correspondence from you and your business. These people are usually more receptive to email marketing campaigns, and you can hit them a little harder than cold contacts.
Unsolicited email, or spam, is a huge problem in the email world, and people can be wary when handing over their contact details. Don’t abuse your position.
2. Target and test
Targeting content is a fantastic idea for two reasons. Firstly it ensures the content you are sending is to the correct audience, and in the correct format. By looking at your reports (opens, click throughs, conversions etc.) you will soon understand what works, and what doesn’t.
Secondly, targeting content allows you to drill down on your database. Whilst segmenting groups of people leaves you with smaller numbers, your content will be effective in a new way. It will be received by people who want to read it.
Targeting only works if you ask the right questions at the point of data collection. If you ask for a name and email address, you can target content at specific groups, but you’ll need to spend time sending campaigns, analysing reports, and sending content until you’ve whittled down your group. So, to save time, ask more questions at the point of data capture. For recruitment, ask for number of years’ experience, types of job interests, general location, and qualifications (if necessary).
There is a fine balance between not enough data capture, and too much. On the sign up page, ask for their name and email address, and take them to a new page with another form. This way, even if they don’t fill in your second form (which will include the additional fields), you still have their name and email address.
Once you have targeted your content at specific groups, check your reports to see how effective they have been. Tweak it and try again for better results.
3. Follow the rules
Email marketing should not be done by adding hundreds of contacts to a new message in Outlook and clicking Send. By email marketing this way, you run the risk of being blacklisted by Internet Service Providers (ISPs), as they will see your email shot as spam.
An email marketing provider has specific authentications that allow them to send thousands of emails at once, and ensuring that the emails are delivered once they reach the inbox.
It’s also worth reading over email marketing law, just to ensure you aren’t breaching any rules. If you do break the law, you may be charged up to £500,000 or face imprisonment for breaching data protection laws.