One of the most widely used and most effective methods of online marketing today is Email marketing. Email marketing is a technique employed by a large variety of businesses online to increase their productivity. If used properly and effectively it can increase sales figures to a whole new level of earnings. Whatever your business is you can benefit from email marketing with professional and quality email marketing specialists at your side. Email can be used to create product interest, drive promotional sales, offer special services, maximise customer retention and promote repeat custom.
What is email marketing?
Email marketing is a tool for online businesses to maximise the potential of their customer database. Through regular customer contact via advertisement emails your pre-existing customers can fully utilise the services you have to offer and thus increase your customer retention and repeat sales. You can notify customers of particular products and services you think would be the most beneficial to them. Targeted emails allow you to create a sense of individuality for the customer as they receive relevant email marketing based on their previous activity with your business.
Bad email marketing
Email marketing on its own cannot help increase your sales; bad email marketing can produce a negative effect on your customer retention and product promotions. In order to benefit from email marketing you must be able to offer the customer personalised, informative and relevant advertisements. In-effective email marketing can produce the exact opposite of your intentions. If you treat people as a number by sending advertisements with products they will not be interested in, you can do more damage than good to your business. That’s why professional email marketing design specialists are the best option for any business looking to expand their marketing campaign.
Too many online businesses will adopt the idea of email marketing and utilise it in an effective and poorly designed way. Once a customer database is achieved a poorly thought out email advertisement is mass emailed to all participants of the database and the business concludes this as a completed email marketing task. Simply activating an email marketing programme is not enough. Your programme needs to be successful and have a definite positive impact on your business.
Email marketing and the recruitment industry
Hopefully, you should now have a deeper understanding of the importance of effective promotional advertising through email marketing but how does this apply to the recruitment industry? The recruitment industry is like any other online business. As a recruitment agency you are advertising two products, one for potential employees and one for employers. You are offering a stable product to employers in the form of advertisement space and a pool of prospective employees. Utilising your online advertising space (your product), employers can advertise their job openings effectively and obtain the right person for the job. They can quickly and easily obtain candidate information, evaluate the relevant data, cut recruitment costs and allow employees to come to them. For potential employees you are offering direct online contact with their potential employers, providing a unique density of job advertisements relevant to their area of expertise and relaying all their relevant information to the jobs they apply for, saving time and effort.
These two products relate to your own services and how you utilise your team to make employment considerations easier ad faster for both parties concerned. Now that we can visualise the recruitment industry products, we can apply the same email marketing benefits for an e-commerce website to a recruitment website. Instead of an email that advertises a promotion on winter warmers for example, the email may promote Christmas temping jobs for customers in the job seekers group and free multiple job postings for companies who need extra staff this Christmas.
You can now see how targeted email marketing is beneficial to recruitment businesses. If you sent the same email for Christmas temping jobs to all of your customers in your database, you can see how employers might become annoyed when they are bothered by emails aimed at job seekers.
Email marketing techniques
In addition to targeted emails there are numerous different methods of email marketing that can benefit your recruitment business. To fully understand these different areas, we will examine an example from Purple Penguin Media and what makes the email design so effective.
· This design is customer orientated for the employer group. Alongside detailed information on the company and its aims on the left hand side, the email focus is on the right with large bold text that advertises to employers. The email advertises purely to this group and how their special offers can benefit them. This email has obviously been designed with employers in mind and is not intended for job seeker distribution.
· This email has a healthy balance of text and images to excite the reader and keep them visually interested enough to read on. It isn’t text heavy which can bore readers and prevent them from continuing to read what is on offer.
· The design of this email is bright and colourful but in addition to this it is also relevant to the website it is promoting. All the colours and imagery are taken from the website to ensure identity cohesion and brand recognition. This design is familiar to the customer so they will recognise the design and associate it with a great value utility.
