What used to be the technology wonder of the 1990s has become one of the most ordinary parts of our daily livesâ€"email. Each day, people check their email in the morning prior to starting the work day and at night before winding down to sleep. That's according to research conducted by Pew Research in 2011. Similarly, the study asserts email, with search, remains the most popular activity online, with 92% of adults reporting that they read their email at least one time a day.
For many people, reading their e-mail early in the morning is done thanks to habit more than anything. That some find it an unexciting part of their routine doesn't mean firms, specifically recruitment firms, cannot exploit e-mail any longer. In fact , 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 way of making returns for their business. That should provide you with an idea of how emailing can be very advantageous for your business.
Doing Business thru E-mail
Sales, recruitment and nurturing client relationships are the three most vital aspects of any recruitment business and they can all be done through email marketing. By making the best out of your recruitment software features and sending regular e-newsletters that provide topical and interesting content as well as top-candidate lists, you can swiftly be remembered by your clients and prospects when the necessity for filling in a vacancy quickly appears. You may move ahead of the market by getting in touch with the best candidates thru email. As every recruiter knows, good talent is tough to get hold of these days. You've got to discover a way to let the talent come to you by emailing them with career opportunities and an applicant-focused e-newsletter too. Eventually, you can increase customer retention and encourage loyalty by providing better communication through email marketing.
Why Recruitment Firms Should Use Email Marketing
There are four primary reasons why e-mail marketing is advantageous to any hiring firm.
1. It is cost-efficient. Let's be honest. You've always been looking for a way to get rid of all the paper, printing and postage costs racked up through direct mail promoting. It also saves up on a substantial amount of time and effort since you now don't have to call several folks to ask them whether they're interested.
2. It is targetable. People receive tons of marketing messages every day, but only one or two of them are remembered. That's because most of these messages do not target people that are the tiniest bit keen on the advert. With e-mail marketing, you can opt to send your mails according to filters set by your readers, e.g. general location, kinds of jobs interested in and years of pro experience. When you send a marketing email to somebody, you are sending it to someone who actually wants to read your email.
3. It is punctual. You can line up your e-mails in order that they are sent according to a stated time and date. This allows you to create email content in quantities and set when you want to send them in separate emails. This way your promotional materials never come in late.
4. It can be tracked. The best email marketing systems allow you to research your marketing success by providing a feature that lets you view the numbers. For instance, you can take a look at how many are actually opening your e-mails and clicking any links included in them.
Basics of Email Marketing for Recruiters
When you're first starting, it is crucial not to forget the most important laws in e-mail marketing.
1. Create an email list. This is a must-have. If you do not intend on doing this, you can consider all consequent efforts at e-mail marketing bust. Don't just send emails to everybody in your recruitment database. It is an act of respect to request their consent lest your mails become demoted to the spam box and are never opened.
2. Set a goal. Having one, basic goal helps you determine some of the most significant aspects of your email marketing campaign, eg how to build up 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 particularly if your main readers belong to your recruitment database since you already have adequate information to classify your receivers. As an example, if you would like 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 don't get bothered and those that are interested get to take a look at your openings.
4. Create high-quality, valuable content. This can't be emphasized enough. If the content you provide doesn't help to make life easier for your readers or, at the least, interesting, don't expect folks to respond agreeably to them.
5. Make your e-mails striking. Unfortunately, the single way you can do this is to form an attractive subject line that does away with the marketing hype. You can't simply type in "Newsletter No.1" either, even when your fans know you are sending them one. The subject line needs to be direct to give a clear idea of what the e-mail is going to be about, as well as customized to brush off any feelings that mails are sent out by a machine
E-mail marketing is a dynamic way of doing business, but it may also be harmful to your recruitment agency if it is not done properly. Remember, email is not a magic bullet. You still have to go thru a steep learning process 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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