Email marketing is an approach that many people assume is dying out. But there are thousands of successful marketing experts who argue the exact opposite.
Not only is email one of the best channels to target warm leads, build loyalty with your client and candidate base, and convert passive leads into customers, statistics also suggest that ROI for email marketing is four times higher than any other digital marketing channel.
Who can argue with that?
All successful recruiters will know that prospecting both candidates and clients often involves playing the long game. One of the best ways you can keep your agency on your potential customer’s minds and target their specific interests is through automated email marketing campaigns that respond to reader behaviour and help you to more effectively target your audience.
First, you’ll need something on your website where people can enter their details and sign up for your emails. This could be through a lead magnet allowing access to a piece of gated content or a place to sign up for a regular newsletter.
You can then use an email marketing provider to set up a string of automated emails for your mailing list, beginning with an introductory message. Statistics show that welcome emails have an average open rate of 82%, so you really can’t afford to be missing out on all that engagement.
Instead of just sending out the same, generic email newsletter to everyone who has subscribed, the key to success is segmenting your audience based on what they are interested in and then personalising the emails they receive to increase engagement.
You can use your email marketing provider to track what links your readers open and engage with, and then tailor the content you send the next time around to make it more relevant to their interests. The more options for segmentation you set up, the higher your audience’s engagement and the more business you’re going to generate.
In the recruitment industry, email marketing is one of the most useful approaches you can use in your business strategy to drive and convert both clients and candidates. The above advice is only the tip of the iceberg – once you dive in there’s a whole world of tips and tricks to discover.
You can also use email in cold outreach, by using tools like LemList, or BombBomb. This allows you to stand out from the crowd by including video and other interactive, hyper-personalised imagery in your outreach. Imagine receiving an email with someone holding a laptop with your website, or LinkedIn profile, perhaps your name on a coffee?
Outreaching in this way can drastically improve your response rates, it’s all about standing out and making your cold outreach feel warm and researched.