What used to be the technical wonder of the 1990s has become one of the most banal parts of our daily livesâ€"email. Each day, users check their inbox in the morning prior to starting the work day and at night before winding down to sleep. That's according to a study conducted by Pew Research in 2011. Similarly, the study claims e-mail, along with search, is still the most popular activity online, with 92% of adults reporting that they read their e-mail once or more a day.
For many people, reading their e-mail early in the morning is done out of habit more than anything else. That some find it an unexciting part of their routine doesn't mean firms, particularly recruitment firms, can't take advantage of email any longer. In reality around 67% of respondents surveyed in the Direct Marketing Association's Email Benchmark Report released in Aug 2012 said that e-mail marketing was, by far, the best method of creating returns for their business. That should provide you with an idea of how emailing can be particularly constructive for your business.
Doing Business through E-mail
Sales, recruitment and nurturing customer relations are the three most vital facets of any recruitment business and they can all be done through e-mail marketing. By making the most from your recruitment software features and sending regular e-newsletters that provide topical and engaging content as well as top-candidate lists, you can swiftly be remembered by your clients and prospects when the requirement for filling in a vacancy speedily ensues. You may move ahead of the market by getting in touch with the best applicants thru email. As every recruiter knows, good talent is tough to acquire nowadays. You've got to find how to let the talent come to you by emailing them with career opportunities and an applicant-focused e-newsletter as well. Eventually, you can increase client retention and inspire loyalty by providing better communication thru email promoting.
Why Recruitment Firms Should Use E-mail Marketing
There are four primary reasons why e-mail marketing is advantageous to any staffing firm.
1. It is cost-efficient. Let's face it. You've always been looking for a way to do away with all the paper, printing and postage costs racked up thru direct mail marketing. It also saves up on a substantial amount of time and effort since you no longer have to call many folk to ask whether they are interested.
2. It is targetable. Users receive tons of sales messages each day, but only one or two of them are recollected. That is because most of these messages do not target folks that are the least bit curious about the advertisement. With e-mail marketing, you can opt to send your e-mails according to filters set by your readers, such as general location, sorts of jobs interested in and years of professional experience. When you send a marketing e-mail to someone, you are sending it to a user who basically wants to read your email.
3. It is timely. You can line up your mails in order that they are sent according to a specified time and date. This enables you to create e-mail content in large quantities and set when you would like to send them in separate e-mails. This way your promotional materials never come in late.
4. It can be tracked. The best email marketing systems allow you to analyze your selling success by providing a feature that can let you view the numbers. As an example, you can take a look at how many are essentially opening your emails and clicking any links included in them.
Essentials of E-mail Marketing for Recruiters
When you're first starting, it's critical to remember the most vital guidelines in email marketing.
1. Create an opt in list. This is a must-have. If you don't intend on doing this, you can consider all consequent efforts at email marketing bust. Don't just send mails to everybody in your recruitment database. It's an act of respect to ask for their consent lest your mails become relegated to the spam box and are never opened.
2. Set a goal. Having one, basic goal helps you decide about some of the most vital aspects of your e-mail marketing campaign, for example how to build your opt-in list, create content for your emails and design your emails to make them visually appealing.
3. Always target your receivers. This is simple to do primarily if your mostimportant readers belong to your recruitment database since you already have ample data to classify your audience. For example, if you want to send a mass email that contains openings for nursing jobs, you can simply choose database members who listed nursing in their areas of job interest field. The people working in engineering do not get bothered and people who are interested get to find out about your openings.
4. Create top quality, relevant content. This cannot be stressed enough. If the content you provide does not help to make life less complicated for your audience or, at the least, fascinating, do not expect folks to respond agreeably to them.
5. Make your e-mails stand out. Sadly, the only way you can do this is to make an attractive subject line that does away with the exaggeration. You cannot simply type in "Newsletter No.1" either, even if your audience know you are sending them one. The subject line needs to be direct to give a clear thought of what the email will be about, as well as personalized to brush off any feelings that mails are sent out by a machine
E-mail marketing is a potent way of conducting business, but it can also be damaging to your recruitment agency if it isn't done properly. Remember, email isn't a magic bullet. You still have to go thru a steep learning curve to be able to use it effectively and harness it for business benefits.
About the Author:
Jane Clements writes for eBoss Solutions, U.K.-based supplier of topnotch software for managing your recruitment business from your personal computer. For more more recruitment news and info, feel free to check out eBoss recruitment software or send amail to jane.ceboss.co.uk.
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