I recently ran another hugely successful edition of our fabulous recruitment marketing masterclass with the lovely Lisa Jones of Barclay Jones. After the session Lisa and I caught up to put together a list of our top recruitment marketing tips for email marketing success:
Where are you getting your data from? DON’T just buy lists and then get blacklisted! Use your CRM and ideally go for opt-ins!
What is your goal for your mailers? Ideally to generate leads – not just brand and clicks… create call lists for your recruiters and you’ll have lots of fans!
What is the content of your mailers? Acandidate is more likely to open a mailer if it’s for them, not simply about you (or your jobs!)
All the gear and no idea? Ask yoursel
f how well you really know your mailshot system… are you driving Ferrari like a Pedalo?
Carpet-bombing your database is a strategy to being blacklisted and spending your marketing budget – neither is a great goal! Be sure to segment your mailing list into lists which will generate leads, not just unsubscribes…
Save (backup your lists) regularly – this is in case things go “wrong” and you need
your list of unsubscribers, for example.
AB testing – use this to get to know your sector – never send a campaign based on what someone told you in a blog is the best time to mail.
Automation – send mails, and follow up. Check out the automation of your mailer software and see what it can offer to keep your community engaged.
Sending an email and not reviewing / actioning the stats? Crazy! Plan your week to generate and chase leads… the goal is NOT to send the mail, it’s to get (and convert) leads!
GDPR Regulations – really boring but gen up on them so you don’t fall foul of regulations and bring your mailing strategy falling around your ears.
Make them sticky – have links to other great content that your target audience is going to be interested in – it’s not about you and what you do – it’s about them and what turns them on.
Have a killer subject line – otherwise it will never get opened – promise something great – pose an intriguing question – instil FOMO.
What do you want the reader to do? Read more / visit a website / call you / book a place / download a white paper – have a strong CTA so you can measure effectively.
Segment segment segment – and then make sure the content is relevant don’t mail people in Manchester about Edinburgh – they don’t care.