Be in the Know When Planning Your Next Email Marketing Campaign
Email marketing campaigns have the potential to be stressful, but if you take the time to properly plan out your efforts you are sure to realize a return on your investment (ROI). Email communication is a cost-effective way to spread your message and drive your target audience back to your staffing firm website. Today’s professionals communicate through email on a daily basis, so sending out the right message the first time is essential. In order to ensure that you do not waste anyone’s time with an email communication that does not resonate with them, you must conduct staffing firm market research and pay attention to the following pointers.
Know Your Email Marketing Platform
In order to effectively attract the attention of your target audience, you need to make use of an email marketing platform. Email marketing services such as Constant Contact allow you to create your email messages and plan out your campaigns. Before signing on with any email service, be sure that it includes analytical feedback tools that allow you to easily trace who opened your emails, how many clicked through to your website and which email addresses were invalid. Measuring the success of your email marketing campaign is impossible without a reliable way to track your results.
Know Who You Are Mailing To
Staffing firm market research begins and ends with identifying your ideal target audience, so be sure to invest the time into identifying the right people to receive your message. Is your goal to locate new talent? Segment your mailing list to ensure that you are mailing to candidates who are interested in your niche of the staffing industry. By mailing to everyone in your database, you run the risk of annoying clients and turning away prospective business from your staffing firm.
Know Your Offer
All of the flashy images and professional email templates in the world are not going to result in a successful email campaign if you fail to pay attention to the actual message you are sending out. Conduct staffing firm market research to determine the needs of your target audience and to find out what is going to entice them to click through to your website. Consider creating a philanthropic giving campaign if social responsibility ranks high in your research data. If you are looking to sign younger candidates who are new to the workforce, create a campaign that promises enhanced skills training to get them to sit up and take notice.
Know What Is Going On Around You
No staffing firm exists in a bubble, so it is important to keep an eye on the competition at all times. Staffing firm market research includes knowing what are other firms are offering and whether they are being successful in their efforts. Never try to be “just like the other guy”. Use the information to get a feel for the current climate in your particular niche of the staffing industry. Build your brand by speaking to your points of differentiation and showing that you are willing to go the extra mile for your clients and candidates.
Know What’s Going on Behind the Scenes
Email campaigns must be intricately linked to your website, so understanding what is going on behind the scenes is important. Create a distinct landing page for each of your campaigns and make use of Google Analytics to track your results. How many new visitors are arriving on your site, and what do they do once they get there? Are new leads being generated and contact information being forwarded to your recruiters? Website analytics allow your team to better understand the effectiveness of your email marketing campaigns.
Key Takeaways for Planning Your Next Email Marketing Campaign:
- Make use of an email marketing platform that includes reliable analytical tracking tools
- Invest the time into identifying your ideal target audience
- Determine the needs of your audience and find out what is going to entice them to click through to your website
- Keep an eye on the competition at all times
- Analyze your website statistics in order to better understand the effectiveness of your email marketing campaigns
About S.J.Hemley Marketing
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.