Utilising your customer base effectively is paramount to the ongoing success of your business. Simply driving customers to your website facilities is only one aspect of your marketing needs, you also have to be able to keep your customers coming back for more. Specifically, the recruitment industry requires special considerations when creating the perfect e-mail design. E-mail marketing for the recruitment industry is not just about customer retention when it comes to both recruiters and job seekers; it is also about relevant advertising so employers can find the right people for the job. E-mail marketing can directly affect the way a job seeker views the job choices and the website.
How is E-mail marketing important for recruitment?
A recruitment website caters to both job seekers and recruiters or recruitment agencies. It is vital that the data being sent to existing customers is relevant to them in order to maintain a positive customer experience. It’s not just a case of splitting the members into the two categories of “Job Seeker” and “Recruiter”. There are also many sub categories based on their profiles. A customer profile should hold vital information in the customer database that will help you decide what type of e-mails they receive. Primarily, this includes the type of job that job seekers are looking for. Their profile should relate the type of job they want to find and the skills that they have. This can then be used to create targeted e-mail marketing. Supplying a job seeker with an e-mail that is irrelevant only creates a negative response from that person. An e-mail that does not apply to them only serves to annoy the member and gives them the impression that the website is unhelpful, unprofessional and doesn’t know what it is doing.
E-mail marketing in the recruitment industry can make or break your customer base so finding the perfect e-mail design company and the ensuring all e-mails are properly targeted is vital to the development of the recruitment company.
What makes a great e-mail marketing design?
There are any different factors to consider when choosing a design specialist for your e-mail marketing. It is obviously more beneficial to your recruitment business or job board if you choose a company such as Purple Penguin Media that delivers consistent quality designs within the recruitment industry sector and has a wealth of experience in the field.
The Top 5 E-mail Design Mistakes to Avoid
There are a few things you should avoid when delivering an e-mail marketing design that tend to be quite common e-mail marketing mistakes within the recruitment industry. If your e-mail designs have any of the below mistakes, the chances are you are only providing a negative impression of yourselves to your customers.
1. Typos, misspellings, punctuation and grammatical errors.
Your E-mail marketing campaign can have a brilliant design, composition and thought process behind it but with a glaring spelling error, grammatical mistake or poor use of English it can make the entire project crumble. Delivering an e-mail to your customers that contains any of these is like displaying a large banner that says “We are incompetent”. Errors are human mistakes, so it’s natural a few will pop up from time to time, so make sure you catch them before they “go to print”.
2. Irrelevant content or design.
Many recruitment companies and job boards feel they need to squash as many different jobs or information in there as possible to get their readers attention. In fact, an over crowed e-mail with irrelevant content or a poorly integrated design can end up confusing the reader and making them feel as though the company does not know what it’s doing. Choose one select job, recruiting company or package you offer that is available and ensure the advert focuses only on that. Include a design that fits with their company image to sell the job (or job board) to the job seeker. This e-mail should be clear, concise and job type driven to entice the job seeker to apply. Do not overload the e-mail with pointless content from various other topics such as self promotion. These e-mails need to be targeted so the content and design must also follow suit.
3. Over- crowded content.
Too much content can be busy, confusing and annoying for readers who will not know where to focus their attention and will end up junking the e-mail. E-mail recipients want to know how this e-mail will benefit them quickly and easily and while they need all the information to get started they don’t want to read through everything.
4. Too much white space.
Too much white space in an e-mail can make it seem dull, lifeless and uninteresting while at the same displaying the idea that your company has little to offer the recipient. Make sure you put in enough information and visual excitement to get the reader interested.
5. Incomplete information.
· E-mail marketing needs to convey exactly what it’s about to the recipient quickly and clearly. If the recipient of the e-mail does not understand what it is that’s on offer, what you provide or what the e-mail is about in full they are likely to not bother investigating any further.
