Email marketing remains a crucial tool for recruiters to reach potential candidates.
Even after the rise of social media, email marketing is still number one. ☝️
To be precise, 85% of recruiters depend on email as their main mode of attracting candidates. 📧✨
But with 306 billion emails sent every day, how does a recruiter stand out from the crowd?
Read on to discover some tried and tested email marketing for recruitment tips.
Tip 1 – Measure Email Marketing Performance with the Four Key Metrics 📏
Anything worth doing needs a point of reference.
Otherwise, how do you know it’s worth doing? 😏
This is where four key metrics reveal how well or bad your recruitment email strategy performed.
- Open rate – This tells you the number of emails opened from the amount you’ve sent.
- Response rate – This reveals how many of your emails received responses from prospective candidates.
- Click-through rate (CTR) – This shows the percentage of candidates who have clicked through onto a link you have provided in your email.
- Conversion rate – In recruitment, there are two types, ‘interview’ and ‘hire’. The higher this rate is, the better your email marketing is for recruitment.
Use these metrics to distinguish how well your email marketing is performing.
Metrics also indicate how email marketing for recruitment agencies is fairing up against the competition. 🥊
Tip 2 – Personalisation 🎯
It’s almost become common knowledge in the marketing world.
Personalisation works way better than neutral advertising.
People like it when you make it more about them.
Sale Cycle reports personalised emails improves:
Then it’ll surprise you that a whopping 90% of recruitment agencies do NOT use personalisation in their email marketing!
Yes, I know, utter madness. 😵💫
Personalised email marketing for recruitment agencies should be easy because of the huge database they have at their fingertips.
Focus on the individual with your email marketing to target candidates specifically.
Begin with some thorough research before planting a personalised subject line that leads to distinctive personal features that you have identified through a segmentation strategy (more on this later).
Personalised email marketing for recruitment is relatively untapped.
Take advantage of this opportunity and unleash its potential. 🔥
Tip 3 – Segmentation 🍊
Like personalisation, segmentation allows you to split your candidate base into smaller and more sizeable chunks.
Build a personalised template that focuses on these areas of segmentation:
- Location
- Interests
- Industry
- Experience
- Education
- Achievements
Remember, unlike personalisation, segmentation focuses on the group your customer belongs to, not the individual features that apply to personalisation.
Tip 4 – Subject Lines 📥
Subject lines are critical to email marketing success.
If your open rates are low, it’s probably down to your subject lines underperforming. 👎
The question is, how can you make your subject lines hit the mark without sounding desperate?
Well, it depends on a few things:
- Personalisation – Using the candidate’s name is one thing but is it enough? Is there something else you can apply to that specific individual in the subject line?
- Keep it short – Never exceed nine words, or it could get cut off.
- Entice them in – Create the right sense for your specific candidate. Urgency, professionalism and mystery are your friends here.
Right now, you might be asking, “But, if every recruiter followed the same subject line formula, won’t all email subject lines just look the same?” Potentially.
So, the key is to get creative.
How does your job opportunity stand out?
Can you apply an emoji? 👋
Also, don’t forget your four metrics to establish which subject lines work best on who. 💡
Don’t Forget the Most Important Recruitment Tool
Email marketing takes time and effort to master. ⌛
Ultimately, the job ad remains the most critical component for securing candidates.
That’s why you should use AdBuilder to support your email marketing efforts.
AdBuilder is a sophisticated automated job ad building platform that takes the stress of writing ads away. 🙌
AdGrader is another ground-break tool to bookmark.
This innovative solution ensures your ads stay inclusive and diverse to all social groups, so you don’t put off a certain group of professionals. 🏳️🌈
Use AdBuIlder and AdGrader today, and free up more of your time to work on your email marketing strategy.
