Email Is The Best Practices for Recruiting Organizations

If there is a key area to borrow from the marketing side of the house, it’s in email marketing best practices.

• For 70% of Internet users, email is the primary form of communication with businesses. 
• One-third of marketers say their subscribers read emails on mobile devices 50% of the time. 
• Marketers rank the three most critical areas of email as content and design; campaign management; and contact management.
• AppliView provides the bulk email feature.

 Three important Email facts: 

• Email is not going anywhere as a key form of personal communication.
• Email and mobile go hand-in-hand.
• Email requires some type of management tool to be most successful.

Follow these “must-dos” for email best practices:

Email must be trusted. 

Ensure you are CAN-SPAM compliant. And before you hit send, keep these guidelines in mind:

• Confirm the list source to make sure your recipients have opted in to receive communication from you. 
• Give your recipients a way to opt-out or unsubscribe at the bottom of every email, a key 
• Familiarize yourself with best practice for subject lines . 
•  Ones that are deceptive or riddled with spam keywords will land you directly in the junk folder.
• Monitor your email performance, including unsubscribe and negative feedback, and make adjustments to your campaigns based on the results.
• Sending volume emails will come with negatives, as well as a percentage going to spam, so don’t get discouraged―learn from it!

Email must be relevant. 

• Make sure your subject line reflects the key content in the email to improve click-through rates once recipients open the email. 
• Keep messaging direct to your list; keep copy concise.

 Email must be human. 

• Candidates are people! They are exploring taking their career to your organization, and that means they need to connect with the people behind your employer brand. 
• Be as personal and authentic. 
• Always use an automated intro that populates the recipient’s name and/or previous action that triggered the email.
• Write your intros in a personal, one-to-one way.

Email must integrate with other channels and assets. 

• Your emails should be the distribution effort to promote your top content and owned assets, from job alerts to company news and blog content to social media channels and career site. 
• Make sure you link to your active social channels either in the header or footer of the email. 
• Cross-channel promotion will encourage candidates to engage in other ways.
• Design should reflect your career site and employer branding for consistent experience.
• Promote your talent network, monthly e-newsletter, etc. in your social channels and on your career site to drive organic sign-ups and grow your database.

Email must be strategic.

• Always use the right metrics to measure your email marketing tactics and assess their effectiveness and worth. Then, make adjustments accordingly. 
• Track conversion rates when promoting jobs or events, as well as key downloadable content pieces.
• Track click-through rates on specific content, like blog posts or white papers, featured in the email.
• Follow open rates month-to-month and tie back to content themes and subject lines.
• Shorten all your links to make sure they are tracked with your email provider! 

 Email must be multi-screen.

• Candidates are accessing their emails everywhere, from desktop to mobile to tablet. The user experience must be easy and responsive across all devices. 
• Use mobile responsive email design.
• Use distinguished hyperlinks to link out to the full information: You don’t need a complete paragraph or wordy headers to introduce content! 
• Make sure your emails open and images download across a variety of email providers, like Gmail, Outlook, etc.

Email must be purposeful.

• In both design and content! Don’t overwhelm users with a lot of calls to action and options. 
• There should be one main driving conversion or message in each email. 
• Make sure hyper links to content are clear, using underlining or different colors.

Email must be seamless.

• Yes, they should be as personal and transparent as possible, but they should also be professional, which means no mistakes! 
• Test your emails! Send tests to yourself or a small team to navigate the experience on different browsers.
• Check and open all links to external content to make sure they aren’t broken and direct to the right content.
• Make sure your images are loading properly from different email clients, browsers and devices.
• Check to see how your subject line and pre-header show up in the inbox. The full copy, or at least the key point, should be visible and make sure there aren’t any spelling errors!

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