Lots of recruiters tend to shy away from direct email because they assume it is perceived by candidates as either spam or that it is too old school for it to be relevant. While I understand that misconception is prevalent, it is just that…a misconception. In Isaac Moche's Hubspot email training, I learned the following:
- There are 4.3 billion email accounts
- 196 billion emails are sent per day
- 91% of people still check email 1X daily
Isaac also mentioned that email is a channel you own, which I feel is a point we don’t cover often. It’s all yours, so make sure to make the best of it! Alright…so how do you make the best of it?
- Be personal! Use names and identifiers to make your client understand that you are interested in making a one-on-one connection. Remember, there’s a real person reading this email, not a robot.
- Use email in all stages of marketing from first time leads to customers you could close.
- Send email blasts to the correct audience; don’t just send them to anyone (more on this below).
Hubspot promotes the following method and acronym:
CATS!
Right Content
Right Audience
Right Timing
-----------------------
= Success
Content and context is what it’s all about! With that in mind, here are some great ways to choose and market to an appropriate audience so that your direct email gets seen and not marked as spam.
- Segment your email lists! Hubspot reported that emails sent to segmented lists receive 62% more clicks. Some ideas for segmentation include geographic location, company name, jobs within an industry, and behaviors (what do they like?).
- Send valuable information out such as videos, helpful blogs, freemium or entirely free tools, e-books and how-to guides. Consider what your client might want to receive and start creating it.
- Make your emails mobile friendly and attractive! Emails that don’t open are essentially worthless. 47% of all emails are opened on a mobile device, so it’s really crucial that your company goes mobile.
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