How to write a great email marketing campaign

 15 February 2018  Careers Website Guide

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Our inboxes are getting fuller. With a staggering 269 billion emails being sent every day, it can be hard to sift out the good from the bad- especially when the average office worker receives 121 emails every day. These days, people in business will tend to pass over marketing emails, or emails that aren’t from colleagues, because they simply don’t have the time to look at them.

That is, unless they offer something new. The art of writing a good marketing email is something that every salesperson should master, whether it’s to gain new customers or chase up old leads. In recruitment, this need is even more pressing: to entice potential applicants to your company, and encourage them to open your emails rather than deleting them, you need to offer them something helpful, relevant and well-written.

But how? Here’s how to write some compelling marketing email copy that will have them coming back for more.

1) Include a relevant subject line

This is what will grab your reader’s attention and entice them into opening up your email, so make sure your subject line gets across exactly the message that you’ll be discussing within the main body of the email. Focus on making your subject line clear- for instance, whether you’re discussing jobs, or offering a general newsletter on what’s new within the company- before you work on making it catchy or memorable; after all, people are less likely to open your emails a second time if they feel like they’ve been tricked into opening it the first time.
Once you’ve got your subject line sorted, make sure you keep your message on point throughout by aligning it to the body of the email.

2) Be clear and concise

Keep it short. Nobody wants to be scanning through miles of text: the average attention span of the modern human is around eight seconds long, so you need to hook the reader within that time.

Once you get around to writing your email copy, keep it concise, and sprinkle it with actionable language that will grip the reader and incite them to click on the job at hand: a call to action, if you will. Phrases like ‘apply now’ and ‘don’t miss out’ are vital in attracting attention, as it offers the candidate a way to move forwards from the email to the next stage of the candidate journey.

3) Personalise when possible

Nobody likes to think that they’re just one of many people receiving the email, and marketing has cottoned onto this. It’s not about inserting the recipient’s first name into the subject line, either: it’s about providing relevant content to the right audience. After all, emails that are highly segmented will have a higher clickthrough rate on average; indeed, they make up 36% of revenues for a selection of surveyed marketing companies.

This makes sense: people who are looking for jobs in medicine don’t want to learn about what’s new in marketing. If you want a higher clickthrough rate then it might be a good idea to make use of your database of clients and break down your emails according to what they’ve applied or searched for on your careers website previously.

Take this a step further when writing your copy, too: you should always use second-tense and address your reader directly. Email marketing is about engaging and connecting with people in order to foster a relationship with them; nobody wants to be talked at.

4) Offer them something to take away

People need an incentive to keep coming back to your emails when you send them: you need to explain to them what value you can offer your audience if they open it. Whether it’s a range of new jobs, or a link to an article that offers news or information on your company culture, candidates need to have something to take away from your message.

5) Project the right image

Sometimes, an email is the first contact that a potential applicant will have from your company, so you need to make sure it projects the right image. Although only 7% of marketers use email as a brand-building tool, it’s vital as a company if you want to convince candidates that you are a better employer than any competitors.

Let your email do the talking: find a way to demonstrate your company culture- whether through a video or a snippet of news- and highlight the advantages that customers might gain by taking a job with you. It’s also a good idea to include links to your blog to increase customer engagement.

6) Mix it up

Be dynamic with how you present your information. First of all, concentrate on developing a good design that is consistent with the market you’re targeting and highlights your company brand: if it’s for young people, then make it bright and colourful; if it’s for a more corporate audience then adopt a professional tone and outlook.

Colour and formatting is vital in attracting- and keeping- attention, especially for somebody who’s just scanning the email. Highlight your jobs, or include bright calls to action next to them; if you want to keep your reader engaged then why not consider adding different mediums like videos, articles and links to your social media feeds?

After all, when it comes to email marketing, it’s all about making yourself stand out.

When it comes to email marketing, we’ve got you covered.

But what about when it comes to the other ins and outs of building and maintaining a careers website? Check out our blog for more actionable insights.

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Case study - npower

As one of Britain's largest energy suppliers, npower needed a careers website that reflected their heritage and leveraged their employer brand to attract candidates.

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