Using Email Promoting for Your Recruitment Agency

By Jane Clements

What used to be the technical wonder of the 1990s has become one of the most ordinary parts of our daily livesâ€"email. Each day, people check their e-mail in the morning before beginning the work day and after dark before winding down to sleep. That's according to research conducted by Pew Research in 2011. Similarly, the study claims e-mail, along with search, remains the preferred activity on the Web, with 92% of adults reporting that they read their e-mail at least once a day.

For many folks, reading their email early in the morning is done out of habit more than anything else. That some find it an unexciting part of their routine does not mean firms, particularly recruitment firms, cannot exploit e-mail any longer. In reality around 67% of respondents surveyed in the Direct Marketing Association's Email Benchmark Report released in Aug 2012 expounded that email marketing was, by far, the most effective method of making returns for their business. That should provide you with an idea of how emailing can be particularly beneficial for your business.

Doing Business thru E-mail

Sales, recruitment and nurturing customer relationships are the three most crucial facets of any recruitment business and they can all be done through email marketing. By making the most from your recruitment software features and sending regular e-newsletters that provide relevant 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 appears. You can also get ahead of the market by getting in touch with the best applicants thru e-mail. As each recruiter knows, good talent is hard to get hold of nowadays. You have to find how to let the talent come to you by emailing them with career opportunities and an applicant-focused e-newsletter also. Finally, you can increase customer retention and inspire loyalty by providing better communication through e-mail marketing.

Why Recruitment Firms Should Use Email Marketing

There are four important reasons why e-mail marketing is useful to any staffing firm.

1. It is cost-efficient. Let's face it. You have always been looking out for a way to get rid of all the paper, printing and postage costs racked up through direct mail marketing. It also saves up on a substantial amount of time and effort since you now do not have to call many folks to ask whether they are interested.

2. It is targetable. Users receive tons of advertising messages each day, but only some of them are remembered. That is because many of these messages don't target people that are the least bit interested in the advertisement. With e-mail marketing, you can decide 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 a user you are sending it to someone who actually wants to read your email.

3. It is punctual. You can line up your emails so they are sent according to a stipulated date and time. This allows you to create email content in bulk and set when you want to send them in separate e-mails. This way your advertising materials never come in late.

4. It can be tracked. The best e-mail marketing systems allow you to investigate your selling success by providing a feature that lets you view the numbers. For example, you can take a look at how many are basically opening your e-mails and clicking any links embedded in them.

Fundamentals of Email Marketing for Recruiters

When you're first starting out, it is crucial not to forget the most significant rules in email marketing.

1. Create an opt in list. This is essential. If you do not intend on doing this, you can consider all subsequent efforts at e-mail marketing bust. Do not simply send e-mails to everybody in your recruitment database. It's an act of courtesy to ask for their consent lest your e-mails become relegated to the spam box and are never opened.

2. Set a goal. Having one, essential goal helps you figure out some of the most significant aspects of your email marketing program, eg how to build up your opt-in list, create content for your e-mails and design your e-mails to make them visually appealing.

3. Always target your receivers. This is quick to do primarily if your mostimportant readers belong to your recruitment database since you already have ample information to classify your audience. As an example, If you'd 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 do not get bothered and people who are interested get to take a look at your openings.

4. Create top quality, relevant content. This cannot be stressed enough. If the content you provide doesn't help to make life easier for your readers or, at the very least, engaging, don't expect them to respond positively to them.

5. Make your emails stand out. Sadly, the only possible way you can do this is to form 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 must be direct to give a clear notion of what the email is going to be about, as well as personalized to brush off any feelings that e-mails are sent out by a machine

E-mail marketing is a potent way of doing business, but it could also be detrimental to your recruitment agency if it isn't done properly. Remember, email isn't a silver bullet. You still have to go thru a steep learning process to be well placed 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 PC. For more more recruitment news and info, please check out eBoss recruitment software or send an email to jane.ceboss.co.uk.