Get More Marketing Value From Recruitment Software



Get More Marketing Value From Recruitment Software

Get More Marketing Value From Recruitment Software
Offering high levels of​ process automation,​ recruitment software plays an​ indispensable part in​ reducing a​ staffing agency's administrative burden .​
However,​ today's recruitment applications are designed to​ do a​ whole lot more than just reduce paperwork .​
They can make a​ significant contribution to​ a​ company's marketing and sales activity.
Effective client contact management and timely,​ personalised business communications are essential to​ the​ success of​ any recruitment company .​
The first step in​ getting more from your marketing and sales activity is​ to​ better understand your existing and prospective client base .​
In today's frenetic business environment it's simply not enough to​ send generic email shots to​ everyone on​ your database and hope they generate some interest .​
With numerous demands on​ their time and attention,​ your existing clients and prospects surely won't appreciate another bland missive to​ an​ already bulging Inbox .​
Worse still,​ they might simply block all future email communications from you.
An audience of​ one
The days of​ load and send email campaigns are long over .​
Today email marketers are focused on​ increasing response,​ conversion and retention rates using a​ combination of​ personalisation,​ segmentation and triggers .​
Increasingly segmented and triggered emails are driven by behavioural data,​ such as​ which links a​ recipient clicked,​ whether someone did or​ did not open an​ email,​ what pages they visited on​ the​ sender's website or​ whether they did or​ did not take a​ specific action.
Design matters
Something like 95 percent of​ all commercial email campaigns are sent in​ HTML today .​
As a​ result,​ design has become critical for a​ number of​ reasons .​
Recipients might have their email setup to​ block images .​
Many people now use their Outlook preview panel as​ a​ handy filtering tool to​ weed out unwanted emails .​
Designers also need to​ consider inconsistent rendering by different email clients .​
The way an​ email looks on​ Gmail differs from Yahoo,​ for example .​
Some designers have adopted a​ purely graphical approach to​ email campaigns in​ an​ attempt to​ bypass content filters,​ but this brings us back to​ where we started.
Bombarded by evermore junk mail,​ most people will only read about 15-20 commercial emails per day,​ and in​ many cases much less .​
As a​ result,​ layout,​ readability and usability are critical to​ differentiating your emails from everyone else’s .​
In reality your email will have just seconds to​ provoke interest,​ convey value and trust,​ and prompt action.
Democracy at​ work
Email has been described as​ the​ ultimate democratic form of​ marketing communication .​
After all,​ it's the​ recipient who decides whether they want to​ opt-in or​ opt-out of​ your mailing list; if​ and when they open,​ read and act on​ your email; how much information they wish to​ share with you; and when they want to​ unsubscribe .​
Recruiters who do not wish to​ fall foul of​ increasingly stringent anti-spam legislation and want to​ build genuinely lasting client relationships will learn to​ deploy various tactics to​ increase trust and build brand loyalty,​ such as​ ensuring only permission-based emails are sent from your company,​ switch to​ a​ double-opt in​ subscription process,​ and publicise your privacy policies .​
Those recruiters recognised and trusted by clients and prospects will be able to​ mine for more information .​
In turn,​ this will enable them to​ deliver higher value emails through ever-greater personalisation and segmentation.
Recruitment software mail centres
Today’s sophisticated,​ made for purpose recruitment applications,​ such as​ Bond Adapt,​ RDB Pro and Eclipse integrate with third party email clients and offer a​ range of​ contact management or​ Customer Relationship Management (CRM) features .​
Chris Pawsey,​ Business Development Team Leader at​ Bond International Software (UK) Ltd,​ explains: Bond Adapt integrates email via Microsoft Outlook .​
Since Outlook is​ by far and away the​ market leading product we (Bond) make use of​ many of​ the​ functions therein .​
It is​ also possible to​ integrate Bond Adapt with other email clients .​
It is​ this contact management or​ CRM functionality that allows recruitment agencies and staffing professionals to​ create and retain email,​ letter and fax templates; conduct email marketing campaigns; and record response data .​
However,​ what these applications cannot do is​ prepare marketing materials,​ or​ ensure promotional activity is​ properly monitored and measured to​ ensure continuous improvement.
Matter of​ design
If you​ want your emails to​ succeed in​ generating interest in​ your services then they must always look professional .​
Don't make the​ same mistake many applicants do when sending CVs/resumes in​ response to​ job advertisements i.e .​
fail to​ spell check and proofread them properly .​
If you​ send an​ email full of​ spelling mistakes,​ it​ will cost you​ sales and could permanently damage your credibility.
Next,​ send test versions of​ your emails to​ yourself .​
You can sign up to​ any number of​ free email account providers such as​ Yahoo,​ MSN Hotmail and Google’s Gmail .​
Include these email accounts in​ your test mailings .​
The point here is​ to​ catch any formatting errors that might show up in​ the​ different email programs .​
It's quite common to​ find a​ HTML email that looks great in​ Outlook and is​ missing all of​ its images in​ Yahoo or​ Gmail .​
Before you​ send your email you​ should also ask yourself one fundamental question: How relevant is​ this email to​ the​ recipient? Don't assume that the​ recipients will automatically see why your email is​ relevant to​ them .​
Often it​ needs to​ be spelt out .​
Succinctly explain how your recruitment company can help them and why now is​ such a​ good time to​ spend money on​ your services .​
You might want to​ consider using a​ professional copywriter to​ help you​ .​
Two of​ the​ most effective ways to​ highlight the​ relevance of​ your offer are to​ put a​ strong emphasis on​ the​ benefits and make your offer exclusive .​
Tailor any promotions you​ run so that they are exclusive to​ your recipients,​ giving them a​ strong reason to​ act immediately .​
As well as​ facing an​ avalanche of​ commercial emails every time we visit our In-boxes these days there's also the​ ubiquitous spam,​ much of​ which comes with the​ added threat of​ viruses .​
In fact,​ a​ recent article in​ London’s Metro daily newspaper suggested that as​ many as​ one in​ every 43 emails received world-wide is​ infected with some harmful entity .​
So,​ not only does your email have to​ compete for the​ recipient's limited time and attention,​ it​ also has to​ overcome their fears and apprehensions.
Even with a​ good understanding of​ your target audience,​ establishing which email design elements work will be a​ matter of​ trial and error .​
To help you​ identify weaknesses and build on​ strengths,​ it's a​ good idea to​ take one email design and then produce two or​ three variations (split test) .​
For example,​ you​ might use the​ same headline and supporting image,​ but change the​ subject line .​
Response levels and email tracking will enable you​ to​ identify strengths and weaknesses of​ your promotion.
Email Design Tips
Effective subject lines
Subject lines should be clear,​ direct,​ attention grabbing and benefits related,​ such as​ Reduce your recruitment spend by 60%.
Get your hooks into ‘em
Just like other forms of​ advertising,​ emails have to​ capture the​ reader’s attention within the​ first couple of​ sentences .​
Otherwise,​ it’s all over .​
The hook should be a​ distillation of​ your email’s overall message and strongly appeal to​ the​ reader’s self-interest e.g .​
what do they get,​ how do they benefit.
Sign posts
Generally it’s considered best practice to​ keep your emails text length to​ about 250 words .​
The body copy must support your hook with a​ clear focus on​ benefits,​ and then close with a​ clear,​ direct call to​ action .​
It’s extremely important that there is​ no ambiguity about what you​ want the​ recipient to​ do e.g .​
click here,​ register now,​ reply .​
Mind your language
A well-written email message uses the​ active voice and short,​ concise sentences .​
This is​ critical as​ the​ stark reality is​ that most readers won’t progress beyond the​ first couple of​ lines .​
You have to​ be clear,​ direct and focus on​ how your offer benefits the​ reader .​
Readability

Almost as​ important as​ what you​ say is​ how you​ present your text to​ the​ reader .​
Try to​ keep your paragraphs short – no longer than five lines .​
Use 1.5 or​ double line spacing,​ and a​ font that’s easy on​ the​ eye and big enough to​ read .​
Use bullets to​ emphasize key points,​ but avoid text in​ all caps or​ multiple exclamation marks .​
Set text width at​ 68 characters or​ less per line so it​ displays correctly in​ e-mail applications .​
Also,​ avoid breaking or​ wrapping URLs into two lines - it​ may cause technical problems .​
The more barriers you​ eliminate the​ better your chances of​ a​ positive response .​
Keeping track
Having segmented your audience,​ prepared your marketing message and sent your email out,​ you’ll want to​ know it​ has been received and acted upon .​
Tracking email responses is​ essential if​ you​ are to​ identify and eliminate weaknesses and build on​ the​ strengths of​ your campaigns .​
Here are some suggestions that will enable you​ to​ monitor and analyze the​ effectiveness of​ your email marketing for free .​
For accuracy,​ be sure to​ use a​ unique tracking code for each of​ your different email test variables and keep accurate records.
MS Outlook provides you​ with a​ simple tracking facility which informs you​ when a​ message was sent,​ when it​ arrived and when it​ was opened .​
The downside here is​ if​ the​ recipient just glanced at​ your email in​ the​ panel view of​ their Inbox and then deleted the​ item you’ll only know because you​ will never receive a​ corresponding read message from your Outlook tracker .​
To switch on​ MS Outlook 2003 email tracking:
1. Launch MS Outlook
2. Click on​ the​ Tools menu at​ the​ top of​ the​ page,​ scroll down and click on​ Options.
3. Click E-mail Options,​ which is​ top-right of​ the​ Preferences page.
4. Next,​ click Tracking Options.
5. Select the​ Read receipt and/or the​ Delivery receipt check boxes
6. Click OK.
One idea is​ to​ simply ask respondents to​ place something unique in​ the​ subject line that acts as​ a​ tracking code for your email campaigns .​
However that puts the​ burden of​ responsibility on​ your respondents,​ which is​ something you​ might to​ avoid .​
Instead us the​ following little trick to​ automatically place what you​ want in​ the​ subject line of​ a​ response email message:
Click on​ this example:
mailto:user@domain.com?subject=Send-Info.aboutyourcompany

Replace user@domain.com in​ the​ above example with the​ email address you​ want to​ use and a​ unique campaign code.
When the​ above link is​ clicked on​ in​ your email promotional message,​ the​ text immediately following ?subject= automatically appears in​ the​ subject line of​ a​ new email message .​
This should work in​ most email packages.
Vital statistics
If you​ have access to​ even the​ most basic website statistics you​ can track hits to​ your web pages by placing a​ question mark (?) after your web address (URL) when used in​ each email promotion,​ followed by your unique tracking code .​
For instance,​ you​ send 3 email promotions .​
Each carries a​ corresponding URL tracking code:
Email Ad 1 .​
www.yourdomainhere.com/homepage/htm?EM1
Email Ad 2 .​
www.yourdomainhere.com/clients/htm?EM2
Email Ad3 .​
www.yourdomainhere.com/applicants/htm?EM3
Hyperlinks with your own unique tracking codes added to​ the​ end of​ a​ URL don't adversely affect the​ ability of​ recipients to​ access your web pages in​ any way,​ but will show up in​ the​ server log files .​
To determine the​ exact number of​ hits that a​ particular email generates,​ look at​ your log files within hours or​ days of​ sending your mail shot .​
You can check with your ISP or​ web host for access to​ your log files .​
If you​ don’t mind having other peoples advertising on​ your website then there is​ a​ range of​ free website tracking services available .​
Take a​ look at​ AddFreeStats.com and FreeStats.com.
By using some of​ the​ simple,​ free tracking and analysis methods explained here you​ can continually refine your email marketing,​ measure its effectiveness and get more from your recruitment software .​
For more information and professional help preparing your next email campaign,​ sales promotion or​ advertising visit www.charlie-the-copywriter.co.uk

Get More Marketing Value From Recruitment Software





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