If you run a recruitment business, you’ll know that you need to prove to your candidates that they’re more than just a number on a big list. You know them by their name, but (if you’ve got the data capture process right), you also know them by the positions in which they’re interested.
Why not use that information?
This gives you the opportunity to lean on email personalisation and segmentation as a way to achieve consistently high open rates and click-throughs with candidates.
The importance of personalisation
In practice, it works brilliantly! Studies by Deloitte suggest you could see a 5.2% boost in open rates if you address subscribers by name.
Email personalisation gets even more useful when you start segmenting candidates into different list categories. You can use job roles, locations and age ranges to group candidates into lists to which you can send far more targeted emails.
In doing this, you’ll avoid annoying anyone and make maximum use of that database.
How can I segment my candidate list?
We talk about segmentation a lot in email marketing, but there are some industries where it’s more useful than others. Recruitment is a prime example.
By using this strategy, you can chop up your candidate database into strategic chunks and target them with content that speaks directly to their needs and wants.
This will help your recruitment emails stand out in busy inboxes and prove that the people on your mailing list are far more than just database entries.
Here’s four brilliant ways to segment your candidate list:
1. Pay attention to what they’ve done previously
If you can track candidate movements easily in terms of the jobs they’ve previously applied for and those they’ve ignored, you can benefit from this knowledge during segmentation.
It’s also a great idea to segment separate lists for candidates who appear to have gone quiet. In doing so, you can send such people gentle reminders that you exist.
2. Check how frequently they want to hear from you
In order to raise engagement levels, you need to ensure you’re not emailing people too regularly.
When candidates sign up to your mailing list, ask how frequently they want to hear from you, and deliver on that promise.
3. Find out where they live
This isn’t a big brother tactic; in recruitment, it’s vitally important you know the location of your email subscribers.
A job seeker in Northampton isn’t going to be particularly interested in positions in Penrith, so make sure you find out where people live when they first sign up to your mailing list.
Don’t worry too much about asking, either – most candidates will understand the value in providing in this information.
4. Ask what they’re interested in
It’s likely that you supply recruitment services to a bunch of different industries, therefore on your sign-up form you should be asking which industries people are interested in.
Once you know industry preference, you can segment your subscriber database into lists by industry, thus making sure only the most relevant jobs are sent each person’s way.
Knowledge really is power in recruitment email marketing, and if you follow our segmentation and personalisation tips above, your campaigns will achieve measurable success.