Increase Your Response Rates with Better Recruiting Emails · 2019-10-17 · recruiting emails...

Increase Your Response Rates with Better Recruiting Emails

10/8/2019 1

INCREASE YOUR

RESPONSE RATES WITH BETTER EMAILS AND

MESSAGES

PRESENTED BY ANTHONY JULIANO

GIVEN THE IMPACT OF SOCIAL MEDIA,

DOES EMAIL STILL

MATTER?

WORLD POPULATION (IN BILLIONS) USING

EMAIL AND SOCIAL MEDIA

SOURCE: OPTINMONSTER

3.8

3.4

0

0.5

1

1.5

2

2.5

3

3.5

4

EMAIL SOCIAL MEDIA


10/8/2019 2

% OF ADULTS WHO SAY THEY USE…

68%

35%

29%27%

25% 24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Facebook Instagram Pinterest Snapchat LinkedIn Twitter

FIRST CHECK OF THE DAY

EMAIL

58%SEARCH

20%

SOCIAL

14%

NEWS

5%

COMPANY INTRANET

3%


EMAIL CLICK THROUGH RATES VS.

SOCIAL MEDIA ENGAGEMENT RATES


3.71%

0.0058

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

EMAIL OPEN RATE SOCIAL MEDIA ENGAGEMENT RATE


10/8/2019 3

EMAIL IS

ALIVE AND WELL …

…IF YOU USE IT TO ITS

POTENTIAL

▪ EMAIL’S PLACE IN YOUR RECRUITING EFFORTS

▪ AVOIDING THE JUNK PILE

▪ IMPROVING OPEN RATES

▪ CUTTING THROUGH THE CLUTTER WITH

COMPELLING SUBJECT LINES AND COPY

▪ Q & A


10/8/2019 4

EMAIL IS

ONE TOOLNOT THE ENTIRE TOOLBOX

SO, WHERE DOES EMAIL

FIT IN?


10/8/2019 5

CULTIVATION:PRIMARILY COLD CALLS

AND EMAIL

NEGOTIATION:PRIMARILY PHONE/

FACE TO FACE

FOLLOW-UP:PRIMARILY SOCIAL MEDIA

AND EMAIL

RESEARCH:PRIMARILY SOCIAL MEDIA

▪ PREVIOUSLY-SENT EMAILS WITH LOW

ENGAGEMENT RATES OR SPAM COMPLAINTS

▪ SENDING FROM AN UNBRANDED ADDRESS

▪ LISTS WITH INACTIVE EMAIL ADDRESSES

▪ MISLEADING SUBJECT LINES

▪ SUBJECT LINES WITH ALL CAPS OR MULTIPLE

EXCLAMATION POINTS

▪ OVERLY PROMOTIONAL LANGUAGE


10/8/2019 6

▪ NO PERSONALIZATION

▪ NO STREET ADDRESS

▪ AN OBSCURED OR MISSING UNSUBSCRIBE LINK

A FEW

TESTINGOPTIONS

https://blog.hubspot.com/blog/tabid/6307/bid/30594/a-marketer-s-guide-to-getting-past-email-spam-filters.aspx

https://blog.hubspot.com/blog/tabid/6307/bid/30594/a-marketer-s-guide-to-getting-past-email-spam-filters.aspx


10/8/2019 7

• Avoiding the junk pile

· What filters look for

· Dos and don’ts for landing in the inbox

· Testing your messages

https://spamcheck.postmarkapp.com/

https://www.mail-tester.com/

https://glockapps.com/


10/8/2019 8

INDUSTRY-WIDE OPEN RATES: RECRUITMENT AND STAFFING

19.33%

SOURCE: MAILCHIMP

INDUSTRY-WIDE CLICK RATES: RECRUITMENT AND STAFFING

1.81%

SOURCE: MAILCHIMP


10/8/2019 9

SO, HOW DO YOU

IMPROVEYOUR CHANCES?

REASONS FOR OPENING EMAIL

64%

47%

26%

14%

4%

0%

10%

20%

30%

40%

50%

60%

70%

SENDER NAME SUBJECT LINE OFFER INTRO PARAGRAPH EXPECTED LENGTH

SOURCE: SUPEROFFICE

THE IMPORTANCE OF

SENDER NAME


10/8/2019 10

INCREASE IN OPEN RATES WHEN EMAIL IS SENT USING A SPECIFIC PERSONAL NAME, RATHER THAN A GENERAL EMAIL ADDRESS OR COMPANY NAME

35%

SOURCE: PINPOINTE MARKETING

PERCENTAGE OF EMAIL MARKETING CAMPAIGNS

SENT FROM A COMPANY NAME

89%

SOURCE: SUPEROFFICE

▪ DEPENDENT ON YOUR SPECIFIC AUDIENCE, BUT

IT COULD BE…

o YOU

o YOUR CEO

o A SPECIFIC MEMBER OF THE RECRUITING

TEAM WITH WHOM YOUR AUDIENCE HAS A

RELATIONSHIP

o AN EMPLOYEE INFLUENCER

o IT MAY BE DIFFERENT FOR EACH AUDIENCE

SEGMENT (MORE ON THAT IN A MINUTE)


10/8/2019 11

TIMING IS EVERYTHING…BUT

“EVERY EMAIL LIST IS MADE UP OF A DIFFERENT SET OF

PEOPLE WITH DIFFERENT HABITS. THEREFORE, YOUR BEST

SEND TIME MAY OR MAY NOT BE THE SAME AS ANOTHER

EMAIL MARKETER’S BEST SEND TIME. HOWEVER, IT IS

EXTREMELY VALUABLE TO HAVE AN INFORMED PLACE TO

START. ”


10/8/2019 12

THE CONSENSUS:TUE. OR WED. P.M.

WHY IT’S IMPORTANT TO

GET IT RIGHT…

FIRST HOUR AFTER DELIVERYPERCENTAGE OF EMAIL OPENS

23%

SOURCE: SUPEROFFICE


10/8/2019 13

> 24 HOURS AFTER DELIVERYLIKELIHOOD OF EMAIL BEING OPENED

<1%

SOURCE: SUPEROFFICE

LIST

SEGMENTATION

“SEGMENTING YOUR EMAIL LIST HELPS YOU SPEAK MORE

INTELLIGENTLY AND DIRECTLY…AND WHEN YOU DO IT

RIGHT, THE PAYOFF CAN BE HUGE: MAILCHIMP FOUND

THAT WHEN THEIR USERS SEGMENTED EMAIL LISTS BASED

ON DATA LIKE LOCATION AND JOB TITLE, OPEN RATES

INCREASED BY ALMOST 19%, AND CLICK-THROUGH RATES

BY ALMOST 22% COMPARED TO NON-SEGMENTED SENDS.”


10/8/2019 14

▪ PASSIVE VS. ACTIVE JOB SEEKERS

▪ BY LOCATION

▪ BY INDUSTRY

▪ BY YEARS OF EXPERIENCE

▪ BY JOB TITLE/SKILLS

▪ REFERRAL SOURCES

THE KEY TO SUCCESSIN GETTING THE AUDIENCE’S

ATTENTION…


10/8/2019 15

…KNOW AS MUCH AS

YOU CAN ABOUT THEM

▪ CURRENT COMPANY

▪ SKILLS

▪ COLLEGE THEY WENT TO

▪ PROJECTS AND CERTIFICATIONS

▪ HOBBIES/INTERESTS (ESPECIALLY THOSE YOU’RE

GENUINELY INTERESTED IN)

PEOPLE GIVE

TIME AND

ATTENTION…


10/8/2019 16

TO THOSE WHO GIVE THEM

TIME AND

ATTENTION

WRITING EFFECTIVE

SUBJECT LINES

“YOUR HEADLINE HAS ONLY ONE JOB—

TO STOP YOUR PROSPECT AND COMPEL

HIM TO READ THE SECOND SENTENCE OF

YOUR AD. IN EXACTLY THE SAME WAY,

YOUR SECOND SENTENCE HAS ONLY ONE

JOB—TO FORCE HIM TO READ THE THIRD

SENTENCE OF YOUR AD. AND THE THIRD

SENTENCE—AND EVERY ADDITIONAL

SENTENCE IN YOUR AD—HAS EXACTLY

THE SAME JOB.”

EUGENE SCHWARTZ


10/8/2019 17

▪ CONSIDER WHAT’S WORKED IN THE PAST

▪ KEEP IT SHORT: 40-70 CHARACTERS

▪ BUT, WHEN APPROPRIATE, USE TEASER COPY TO INCITE

CURIOSITY

o INSTEAD OF “HOW TO AUTOMATE YOUR JOB

SEARCH”

o SAY: “HOW TO AUTOMATE YOUR JOB SEARCH -

TIPS FOR EVERY STEP...”

o “WANT A PROMOTION? HERE’S HOW YOU GET IT.”

▪ USE LISTS

o “5 WAYS TO IMPROVE YOUR RESUME”

▪ PERSONALIZE

o “NEW JOBS IN PHOENIX”

o “A OPPORTUNITY FOR YOU, ERICA”

INCREASE IN UNIQUE OPEN RATES WHEN

THE RECIPIENT’S NAME IS IN THE SUBJECT LINE

26%

SOURCE: CAMPAIGN MONITOR


10/8/2019 18

▪ INCLUDE A NO-STRINGS OFFER

o OUR COMPREHENSIVE GUIDE TO THE FUTURE OF

WORK

▪ CONVEY A SENSE OF URGENCY

o OUR BIGGEST HIRING EVENT ENDS FRIDAY

▪ CONVEY EXCLUSIVITY

▪ MIKE: AN OPPORTUNITY JUST FOR YOU

▪ INCORPORATE A CALL TO ACTION

o MEET OUR TEAM IN DALLAS

▪ CONSIDER USING EMOJIS (BUT KNOW YOUR

TOPIC/AUDIENCE)

INCREASE IN UNIQUE OPEN RATES WHEN EMJOIS

ARE IN THE SUBJECT LINE

56%


PERCENTAGE OF COMPANIES DOING THIS NOW

2%



10/8/2019 19

▪ SENTENCE CASE WORKS BEST; ALL CAPS IS

WORST

o This is sentence case

▪ USE VARIETY: DIFFERENT SUBJECT LINES FOR

DIFFERENT AUDIENCES AND WHEN SENDING

FOLLOW-UP MESSAGES TO THE SAME AUDIENCE

▪ TEST, TEST, TEST

WRITING EFFECTIVE

BODY COPY

▪ REMEMBER, IT’S ABOUT THEM, NOT YOU—

DO YOUR RESEARCH!

▪ BE CONVERSATIONAL/INFORMAL

▪ KEEP IT SHORT—3 (OR FEWER) BRIEF

PARAGRAPHS


10/8/2019 20

LIKELIHOOD YOUR EMAIL WILL BE OPENED ON A MOBILE DEVICE

66%

SOURCE: MARKETINGLAND


DO YOUR RESEARCH!



PARAGRAPHS

▪ BEGIN WITH THE END IN MIND


10/8/2019 21

IMPRESSIONSWHEN THE EMAIL SIMPLY

BUILDS YOUR REPUTATION OR

REMINDS THE RECIPIENT OF YOU

CONVERSION WHEN THE RECIPIENT TAKES SPECIFIC

ACTION, SUCH AS COMPLETING AN

APPLICATION

WHAT’S YOUR GOAL?


DO YOUR RESEARCH!



PARAGRAPHS

▪ BEGIN WITH THE END IN MIND

▪ CONSIDER YOUR EXPERIENCE AS A

CONSUMER/RECIPIENT


10/8/2019 22

▪ CLOSE WITH MAXIMUM OF ONE CALL TO

ACTION

“IF YOUR FIRST TOUCHPOINT DIDN’T DELIVER THE RESULT,

DON’T FEEL BAD. IT’S ALMOST ALWAYS THE SECOND AND

THIRD TOUCHPOINT WHICH GETS THE RESULT.”


10/8/2019 23

THANKS!ANTHONYJULIANO.COM

[email protected]

(260) 615.3426

ABOUT ANTHONY JULIANO

ANTHONY JULIANO FOUNDED POINT SIX FOUR TO HELP RECRUITERS UNDERSTAND TODAY’S CHANGING

COMMUNICATION ENVIRONMENT AND TELL THEIR STORIES SO THEY CAN REACH THEIR GOALS. THROUGH

INTERACTIVE PRESENTATIONS, LIVELY TRAINING SESSIONS, AND SMART COMMUNICATION STRATEGY,

ANTHONY’S WORK IS DESIGNED TO INSPIRE AUDIENCES AND CUT THROUGH THE CLUTTER IN TODAY’S

CHALLENGING COMMUNICATION ENVIRONMENT.

HIS SERVICES INCLUDE:

OUTSOURCED MARKETING AND COMMUNICATION SERVICES | LINKEDIN TRAINING |

PRESENTATIONS ON PERSONAL BRANDING, COMMUNICATION, NETWORKING, PRODUCTIVITY,

AND SOCIAL MEDIA | WRITING | PUBLIC SPEAKING COACHING | POWERPOINT DESIGN

Increase Your Response Rates with Better Recruiting Emails · 2019-10-17 · recruiting emails...

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Transcript of Increase Your Response Rates with Better Recruiting Emails · 2019-10-17 · recruiting emails...