Recruitment Email Marketing: The Basics

Twenty years ago, no one could have predicted how the internet could have revolutionised the way recruiters recruit today. At one point in time recruiters wondered if they needed new technology, but now recruiters wonder how they use the technology effectively for their business.

One of the biggest growth industries over the last decade has been email marketing – in all forms; lead generation, welcome emails, email automation and follow up emails.

These days, recruitment email marketing is not expensive and it’s easy to do. With a few simple clicks your message can be sent to thousands of people at the same time. But before you get going, here are a few basics tips to keep in mind:

The Good

Mass email marketing has undoubtedly made a recruiter’s job easier. The upsides to reaching thousands of people at once:

-   You no longer have to make multiple phone calls to determine a candidate’s interest in a position. It’s also a great way to search for prospective clients.

-    If you already have a candidate’s CV, they obviously want to hear from you about positions. Use this to your advantage.

-    Reports allow you to collect data that will be invaluable when determining the effectiveness of your campaigns. No more guess work.

-    Add value. Instead of being known for one service, and one service only, give your clients and candidates something extra. Give them industry news, interview tips and hints or job search advice. This keeps reader’s engaged and builds brand awareness and trust.

The Bad

Avoid sending mass marketing campaigns: what I mean by this is emails that are not personalised, and have been ‘blasted’ out to many people at once.

1. People are far more likely to read an email if it looks like it only came to them, and contains specific information. For example, an email that says ‘Hi Bob, we know you applied for the role of Design Engineer, this job looks like a good fit for you’ is much better than ‘Dear valued customer, check out this job’.

2. Ensure that each email you send out goes separately to each recipient. Nothing screams ‘we don’t care about you’ more than an email that was sent to ‘Undisclosed recipients’.

3. Make sure your emails are proofread thoroughly – and don’t rely on spell checking. There is nothing worse than spotting a mistake once your campaign has been sent. Avoid industry jargon.

The Ugly

You’re not the only person sending emails to your customer base. Over 140 billion emails are sent each and every day, and around 80% is thought to be spam. The trick with email marketing is to avoid spam filters, and avoid getting blacklisted – meaning no further emails can be sent. It’s hard to get off a black list, so here are tips for avoiding them in the first place:

1. Know what spam filters look for. There are certain words which trigger spam filters, which could mean that your email is not delivered, and you wouldn’t be able to find out why.

2. Ensure that your email doesn’t get caught for having too many pictures. We would suggest working to a 60:40 ratio. 60% text and 40% images. Images are historically associated with spam (hence why a recipient has to download them before they can be viewed), and flag up filters.

3. Use a system that has authentications. As standard an email marketing provider (ESP) should have authentications which give them a higher sender reputation. Normally, ESPs will be authenticated with Sender Policy Framework (SPF). This tells the spam filters that you are a legitimate sender.

4. Follow email marketing best practices. Include an Unsubscribe link in every email you send.

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