| Offering high levels of process
| |
| | into 'emJust like other forms of
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| automation, recruitment software plays an
| |
| | advertising, emails have to capture the
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| indispensable part in reducing a staffing
| |
| | reader's attention within the first
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| agency's administrative burden. However,
| |
| | couple of sentences. Otherwise, it's all
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| today's recruitment applications are
| |
| | over. The hook should be a distillation
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| designed to do a whole lot more than just
| |
| | of your email's overall message and
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| reduce paperwork. They can make a
| |
| | strongly appeal to the reader's
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| significant contribution to a company's
| |
| | self-interest e.g. what do they get, how
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| marketing and sales activity.Effective
| |
| | do they benefit.Sign postsGenerally it's
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| client contact management and timely,
| |
| | considered best practice to keep your
|
| personalised business communications are
| |
| | emails text length to about 250 words.
|
| essential to the success of any
| |
| | The body copy must support your "hook"
|
| recruitment company. The first step in
| |
| | with a clear focus on benefits, and then
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| getting more from your marketing and
| |
| | close with a clear, direct call to
|
| sales activity is to better understand
| |
| | action. It's extremely important that
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| your existing and prospective client
| |
| | there is no ambiguity about what you want
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| base.In today's frenetic business
| |
| | the recipient to do e.g. "click here,"
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| environment it's simply not enough to
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| | "register now," "reply."Mind your
|
| send generic email shots to everyone on
| |
| | languageA well-written email message uses
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| your database and hope they generate some
| |
| | the active voice and short, concise
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| interest. With numerous demands on their
| |
| | sentences. This is critical as the stark
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| time and attention, your existing clients
| |
| | reality is that most readers won't
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| and prospects surely won't appreciate
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| | progress beyond the first couple of
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| another bland missive to an already
| |
| | lines. You have to be clear, direct and
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| bulging Inbox. Worse still, they might
| |
| | focus on how your offer benefits the
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| simply block all future email
| |
| | reader. Avoid diluting your message by
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| communications from you.An audience of
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| | making more than one offer or going into
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| oneThe days of "load and send" email
| |
| | needless detail. At the same time, it's
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| campaigns are long over. Today email
| |
| | important that you include all essential
|
| marketers are focused on increasing
| |
| | information such as the cost savings to
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| response, conversion and retention rates
| |
| | be gained, contact details and deadline
|
| using a combination of personalisation,
| |
| | to respond, for example.ReadabilityAlmost
|
| segmentation and triggers. Increasingly
| |
| | as important as what you say is how you
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| segmented and triggered emails are driven
| |
| | present your text to the reader. Try to
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| by behavioural data, such as which links
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| | keep your paragraphs short - no longer
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| a recipient clicked, whether someone did
| |
| | than five lines. Use 1.5 or double line
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| or did not open an email, what pages they
| |
| | spacing, and a font that's easy on the
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| visited on the sender's website or
| |
| | eye and big enough to read. Use bullets
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| whether they did or did not take a
| |
| | to emphasize key points, but avoid text
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| specific action.Design mattersSomething
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| | in all caps or multiple exclamation
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| like 95 percent of all commercial email
| |
| | marks. Set text width at 68 characters or
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| campaigns are sent in HTML today. As a
| |
| | less per line so it displays correctly in
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| result, design has become critical for a
| |
| | e-mail applications. Also, avoid breaking
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| number of reasons. Recipients might have
| |
| | or wrapping URLs into two lines - it may
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| their email setup to block images. Many
| |
| | cause technical problems. The more
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| people now use their Outlook "preview
| |
| | barriers you eliminate the better your
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| panel" as a handy filtering tool to weed
| |
| | chances of a positive response.NoteAs
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| out unwanted emails. Designers also need
| |
| | mentioned earlier, you should always give
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| to consider inconsistent rendering by
| |
| | recipients the option to "opt-out" or
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| different email clients. The way an
| |
| | "unsubscribe" and elect to be permanently
|
| email looks on Gmail differs from Yahoo,
| |
| | removed from your mailing list. Failure
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| for example. Some designers have adopted
| |
| | to do this or to act on the recipient's
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| a purely graphical approach to email
| |
| | wishes is not only bad business practice,
|
| campaigns in an attempt to bypass content
| |
| | but could make you liable to prosecution
|
| filters, but this brings us back to where
| |
| | under current UK anti-spam legislation.
|
| we started.Bombarded by evermore junk
| |
| | The Office of the Information
|
| mail, most people will only read about
| |
| | Commissioner enforces UK regulations. Any
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| 15-20 commercial emails per day, and in
| |
| | breaches of enforcement orders can result
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| many cases much less. As a result,
| |
| | in fines of up to £5,000 in a
|
| layout, readability and usability are
| |
| | magistrate's court, or an unlimited fine
|
| critical to differentiating your emails
| |
| | if the case is heard by a Crown Court
|
| from everyone else's. In reality your
| |
| | (trial by jury).Keeping trackHaving
|
| email will have just seconds to provoke
| |
| | segmented your audience, prepared your
|
| interest, convey value and trust, and
| |
| | marketing message and sent your email
|
| prompt action.Democracy at workEmail has
| |
| | out, you'll want to know it has been
|
| been described as the ultimate democratic
| |
| | received and acted upon. Tracking email
|
| form of marketing communication. After
| |
| | responses is essential if you are to
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| all, it's the recipient who decides
| |
| | identify and eliminate weaknesses and
|
| whether they want to opt-in or opt-out of
| |
| | build on the strengths of your campaigns.
|
| your mailing list; if and when they open,
| |
| | Here are some suggestions that will
|
| read and act on your email; how much
| |
| | enable you to monitor and analyze the
|
| information they wish to share with you;
| |
| | effectiveness of your email marketing for
|
| and when they want to
| |
| | free. For accuracy, be sure to use a
|
| unsubscribe.Recruiters who do not wish to
| |
| | unique tracking code for each of your
|
| fall foul of increasingly stringent
| |
| | different email test variables and keep
|
| anti-spam legislation and want to build
| |
| | accurate records.MS Outlook provides you
|
| genuinely lasting client relationships
| |
| | with a simple tracking facility which
|
| will learn to deploy various tactics to
| |
| | informs you when a message was sent, when
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| increase trust and build brand loyalty,
| |
| | it arrived and when it was opened. The
|
| such as ensuring only permission-based
| |
| | downside here is if the recipient just
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| emails are sent from your company, switch
| |
| | glanced at your email in the panel view
|
| to a double-opt in subscription process,
| |
| | of their Inbox and then deleted the item
|
| and publicise your privacy policies.
| |
| | you'll only know because you will never
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| Those recruiters recognised and trusted
| |
| | receive a corresponding "read" message
|
| by clients and prospects will be able to
| |
| | from your Outlook tracker.To switch on MS
|
| mine for more information. In turn, this
| |
| | Outlook 2003 email tracking:1. Launch MS
|
| will enable them to deliver higher value
| |
| | Outlook
|
| emails through ever-greater
| |
| | 2. Click on the Tools menu at the top of
|
| personalisation and
| |
| | the page, scroll down and click on
|
| segmentation.Recruitment software mail
| |
| | Options.
|
| centresToday's sophisticated, made for
| |
| | 3. Click E-mail Options, which is
|
| purpose recruitment applications, such as
| |
| | top-right of the Preferences page.
|
| Bond Adapt, RDB Pro and Eclipse integrate
| |
| | 4. Next, click Tracking Options.
|
| with third party email clients and offer
| |
| | 5. Select the Read receipt and/or the
|
| a range of contact management or Customer
| |
| | Delivery receipt check boxes
|
| Relationship Management (CRM)
| |
| | 6. Click OK.One idea is to simply ask
|
| features.Chris Pawsey, Business
| |
| | respondents to place something unique in
|
| Development Team Leader at Bond
| |
| | the subject line that acts as a tracking
|
| International Software (UK) Ltd,
| |
| | code for your email campaigns. However
|
| explains: "Bond Adapt integrates email
| |
| | that puts the burden of responsibility on
|
| via Microsoft Outlook. Since Outlook is
| |
| | your respondents, which is something you
|
| by far and away the market leading
| |
| | might to avoid. Instead us the following
|
| product we (Bond) make use of many of the
| |
| | little trick to automatically place what
|
| functions therein. It is also possible to
| |
| | you want in the subject line of a
|
| integrate Bond Adapt with other email
| |
| | response email message:Click on this
|
| clients."It is this contact management or
| |
| | subject=Send-Info.aboutyourcompanyReplace
|
| CRM functionality that allows recruitment
| |
| | in the above example with the email
|
| agencies and staffing professionals to
| |
| | address you want to use and a unique
|
| create and retain email, letter and fax
| |
| | campaign code.When the above link is
|
| templates; conduct email marketing
| |
| | clicked on in your email promotional
|
| campaigns; and record response data.
| |
| | message, the text immediately following
|
| However, what these applications cannot
| |
| | ?subject= automatically appears in the
|
| do is prepare marketing materials, or
| |
| | subject line of a new email message.
|
| ensure promotional activity is properly
| |
| | This should work in most email
|
| monitored and measured to ensure
| |
| | packages.Vital statisticsIf you have
|
| continuous improvement.Matter of designIf
| |
| | access to even the most basic website
|
| you want your emails to succeed in
| |
| | statistics you can track hits to your web
|
| generating interest in your services then
| |
| | pages by placing a question mark (?)
|
| they must always look professional.
| |
| | after your web address (URL) when used in
|
| Don't make the same mistake many
| |
| | each email promotion, followed by your
|
| applicants do when sending CVs/resumes in
| |
| | unique tracking code.For instance, you
|
| response to job advertisements i.e. fail
| |
| | send 3 email promotions. Each carries a
|
| to spell check and proofread them
| |
| | corresponding URL tracking code:Email Ad
|
| properly. If you send an email full of
| |
| | 1.
|
| spelling mistakes, it will cost you sales
| |
| | Email Ad 2.
|
| and could permanently damage your
| |
| | Email Ad3. with your own unique
|
| credibility.Next, send test versions of
| |
| | tracking codes added to the end of a URL
|
| your emails to yourself. You can sign up
| |
| | don't adversely affect the ability of
|
| to any number of free email account
| |
| | recipients to access your web pages in
|
| providers such as Yahoo, MSN Hotmail and
| |
| | any way, but will show up in the server
|
| Google's Gmail. Include these email
| |
| | log files. To determine the exact number
|
| accounts in your test mailings. The point
| |
| | of hits that a particular email
|
| here is to catch any formatting errors
| |
| | generates, look at your log files within
|
| that might show up in the different email
| |
| | hours or days of sending your mail shot.
|
| programs. It's quite common to find a
| |
| | You can check with your ISP or web host
|
| HTML email that looks great in Outlook
| |
| | for access to your log files.If you don't
|
| and is missing all of its images in Yahoo
| |
| | mind having other peoples advertising on
|
| or Gmail.Before you send your email you
| |
| | your website then there is a range of
|
| should also ask yourself one fundamental
| |
| | free website tracking services available.
|
| question: "How relevant is this email to
| |
| | Take a look at and Landing pagesHaving
|
| the recipient?" Don't assume that the
| |
| | created a cracking email campaign it's
|
| recipients will automatically see why
| |
| | vital you follow through. Creating email
|
| your email is relevant to them. Often it
| |
| | or advertisement specific landing pages
|
| needs to be spelt out. Succinctly
| |
| | is another excellent way to track your
|
| explain how your recruitment company can
| |
| | recipient or audience response rates.
|
| help them and why now is such a good time
| |
| | Landing pages allow you to build on the
|
| to spend money on your services. You
| |
| | initial success and interest generated by
|
| might want to consider using a
| |
| | your email or advertisement. A landing
|
| professional copywriter to help you.Two
| |
| | page gives you the opportunity to present
|
| of the most effective ways to highlight
| |
| | more detailed product or service
|
| the relevance of your offer are to put a
| |
| | information, answer commonly asked
|
| strong emphasis on the benefits and make
| |
| | questions, overcome resistance, build
|
| your offer exclusive. Tailor any
| |
| | confidence, and gather client or prospect
|
| promotions you run so that they are
| |
| | data by including a short form, for
|
| exclusive to your recipients, giving them
| |
| | example.Your landing page should reflect
|
| a strong reason to act immediately.As
| |
| | the look and feel of your email or
|
| well as facing an avalanche of commercial
| |
| | advertisement in terms of design layout,
|
| emails every time we visit our In-boxes
| |
| | tone of voice, fonts, images and colours.
|
| these days there's also the ubiquitous
| |
| | In turn, these must be sympatric to the
|
| spam, much of which comes with the added
| |
| | overall design of your company website.
|
| threat of viruses. In fact, a recent
| |
| | Consistency is the golden rule here.Pack
|
| article in London's Metro daily newspaper
| |
| | your landing pages with lots of
|
| suggested that as many as one in every 43
| |
| | recruitment specific keywords and then
|
| emails received world-wide is infected
| |
| | submit the individual URLs (web
|
| with some harmful entity. So, not only
| |
| | addresses) to search engines. Search
|
| does your email have to compete for the
| |
| | engine spiders love landing pages because
|
| recipient's limited time and attention,
| |
| | they are so targeted, and traffic
|
| it also has to overcome their fears and
| |
| | searching for your keywords and phrases
|
| apprehensions.Even with a good
| |
| | will find itself directed your way.By
|
| understanding of your target audience,
| |
| | using some of the simple, free tracking
|
| establishing which email design elements
| |
| | and analysis methods explained here you
|
| work will be a matter of trial and error.
| |
| | can continually refine your email
|
| To help you identify weaknesses and
| |
| | marketing, measure its effectiveness and
|
| build on strengths, it's a good idea to
| |
| | get more from your recruitment software.
|
| take one email design and then produce
| |
| | For more information and professional
|
| two or three variations (split test).
| |
| | help preparing your next email campaign,
|
| For example, you might use the same
| |
| | sales promotion or advertising visit
|
| headline and supporting image, but change
| |
| | Charlie the copywriter
|
| the subject line. Response levels and
| |
| | Charlie Trumpess is a marketing
|
| email tracking will enable you to
| |
| | communications copywriter with over a
|
| identify strengths and weaknesses of your
| |
| | decade's corporate experience. Today he
|
| promotion.Email Design TipsEffective
| |
| | provides copywriting services to small
|
| subject linesSubject lines should be
| |
| | and medium size businesses.
|
| clear, direct, attention grabbing and
| |
| | Visit
|
| benefits related, such as "Reduce your
| |
| | Email:
|
| recruitment spend by 60%."Get your hooks
| |
| | charlie@charlie-the-copywriter.co.
|
