The 4 Email Campaigns Recruitment Companies Need To Run This Year

The Ultimate Sales Machine

Content Marketing services

Contrary to popular opinion email marketing is alive and kicking post-GDPR.

SMS text, bots and video have yet to take over the world; however, good old fashioned emails (the more automated, the better) dropping into our inbox are still working and delivering consistent results.

Recently I was reading a blog from Campaign Monitor full of encouraging data about our email consumption.

Did you know: Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages, according to Epsilon Email Institute.

Personalise your emails and watch conversion go through the roof too.

Email marketing has been described as the highest-ROI online marketing strategy, when implemented correctly, with 67 per cent of businesses listing it as their highest earner.

Part of this is the low cost of creating a list and sending out emails; it won’t cost you much in the way of time or money.

Emails with personalised subject lines are 26% more likely to be opened and deliver 6x higher transaction rates.

Get someone on your email list, and you are then able to nurture them through to conversion at a small cost.

Oh, and people love it too. Marketing Sherpa, the well-known market research organisation, shared that 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media.

Convinced?

I suspect you are.

So, what campaigns ‘should you be running’? It’s been a recent topic of conversation with our Superfast Circle members and our content clients.

So today, I want to share the email campaigns that all recruitment companies need to implement.

I’m not talking about ‘selling’ in hot candidates, which is more ad hoc. I’m talking about campaigns which you can rinse and repeat time and time again.

Let’s get started.

Lapsed Clients

This is the most straightforward campaign to use, and it is plug and play.

Unless you provided a terrible service most of your past clients will open your emails, and through the power of email software, you will know exactly who they are.

A simple campaign of three or four emails will work wonders.

The technique here is not to make them long and complicated. It’s more about letting them know about what is happening in the sector you both operate in and would it be worth a quick chat.

This simple campaign can be implemented every few months and then followed up with a call.

Target Clients

In his book, The Ultimate Sales Machine, Chet Holmes shares several marketing strategies. One particular one is called the platinum 100.

This strategy targets 100 of your best possible clients, or it could be candidates, to work with. We have written two campaigns for clients recently doing precisely this.

Marketing 101… you can’t bring a client over the line if they don’t now who you are!

The power of focus is fantastic.

Here you create a campaign for this particular group. It involves added value content and call to actions. Imagine how warm this group is going to be.

One of our clients has multiple campaigns going like this across all their consultants.

Client Nurture and Candidate Nurture

Here you are in regular contact with clients or candidates via email; all the while demonstrating your authority in the sector.

This starts by providing a free report or white paper, followed by added value emails. Today’s email providers mean you can check who is opening emails and then respond or jump on a call.

Remember this lead is now so much warmer.

There you have it four straightforward campaigns which will keep you front of mind, while at the same time ensuring you stand out