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Every day, four billion email users are tapping into email marketing – a low-cost but highly effective digital comms tool. And for recruiters, it’s not only an easy way to engage with candidates on a one-to-one level, but it can also open up doors to new opportunities.

However, that doesn’t mean to say that each piece of content landing in a jobhunter’s inbox will be acted upon or even looked at. There must be a compelling reason as to why they should interact with what they’ve received and ultimately place their career search in the hands of specific recruitment professionals.

What that means today is, it’s no longer best practice to send out hundreds of bland emails to a bunch of prospective candidates – containing an irrelevant message that’s loosely received by all – in the hope that an individual might take up the offer presented to them. It’s about providing comms that are valuable and helpful to ease the strains of a monotonous job search.

The good news here is, there are a multitude of ways in which email marketing can encourage candidates to engage, and even if they’ve never previously interacted with the recruiter too. Here are five areas recruiters should focus on if they want their next comms campaign to be a raging success…

1. Always opt for clickable subject lines

If a job hunter isn’t interested in the first line they see, they’ll be highly unlikely to open and digest the content – regardless of how carefully crafted the content is. After all, 50% of a user’s decision to engage with an email is all to do with the brand itself. The other half? The subject line. So remember:

  • Get straight to the point: Examples such as ‘Junior PHP Developer Wanted: Near Newcastle’ or ‘Experienced B2B Copywriter Needed’
  • Think about verbs: What should the recipient do? Will it be ‘Read Our Top Tips Guide On Job Interviews’ or ‘Learn How To Create A Cover Letter’
  • Don’t forget the proof: In a nutshell, ‘88% Of Candidates Want Hybrid Working’
  • Could there also be a question? To provoke debate – examples include, ‘Are You Tired Of The Commute?’ or ‘What Would You Do With A £45k Salary?’
  • Then there’s the urgency: ‘Hurry, It’s The Last Day To Apply!’ or ‘Be Quick, Send Your CV Today!’
  • And remember to personalize where possible: This is ideal when it comes to adding an ultra-individualized touch. For example, ‘Hi [name], I Was Impressed With Your CV’ or ‘[first name], [company name] Was Mentioned Today…’

2. Be clear with what the recipient needs to do

Once someone has engaged with the subject line, what should a recruiter do next? Here’s where the nurture comes in – and it’s easy to do.

Simply split up valuable email content over a series of email sends to truly keep a candidate interested throughout the journey. Plus, this technique provides recruitment professionals with even more opportunities to say what they want their readers to do without it coming across as aggressive or a ‘hard sell’.

A 10-word headline and focused call to action work well. Not only is this a succinct way of doing it, but there also won’t be any confusion as to what the end goal is. For example, ‘Book An Appointment’ or ‘Download Our Guide’.

And never alienate people with jargon-heavy language or tiny text that’s impossible to read on a desktop, laptop, or mobile device. Think about font size, colors, and the overall sentence structure to ensure candidates are provided with ultimate accessibility to all the relevant information.

3. Ever heard of the ‘Squint Test’?

If not, do it now. Sit back and squint before reading the email headline, call to action, and viewing the main image.

Does it still read well and look engaging?

If elements are spaced out, sized nicely, and are still able to stand out – that’s gold dust! Plus, the recipient is more likely to interact with the comms because they’re not trying to figure out a clunky sentence or being taken aback by a sea of color clashes. Simple and effective is the way forward.

4. Think about including ‘trampoline’ email content

Whatever sits below the email headline and call to action is what’s referred to as the ‘trampoline’. Why? Simple – it’s designed to bounce the reader back up to what they should be clicking on if they want to access more detail.

If recruiters are still unsure as to what this copy might entail, think about including reviews and testimonials to invoke trust and authenticity, or reference related products and articles such as ‘You Might Also Like…’

5. Personalization, personalization, personalization

For every piece of content that’s heading into a candidate’s inbox, always hyper-personalize the comms. The easiest and swiftest way to do this is by plugging in an intuitive marketing automation platform that’s built to enable users to send targeted, ultra-individualized emails specifically to segmented groups. And it’s more than a ‘Hi [first name]’ introduction – it’s all about sending the right message to the right person, at the right time.

These are only some of the ways in which recruiters can drive a greater level of interaction and get to know candidates on a much deeper level. Having a relationship built on trust – and which is beneficial to both parties – can be powerful, and that’s before considering how much it can positively impact a professional’s conversion rate.

By Adam Oldfield, CEO of marketing automation platform Force24

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Sally Fletcher
Sally Fletcher

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Sally Fletcher
December 12, 2023

I would highly recommend agilis recruitment to anyone looking for work. I was contacted a few weeks ago by Chris, who matched the skills I have to an opportunity I was unable to refuse. He was professional and knowledgeable, but also friendly and down to earth. With quick response times, he was able to answer every question I had about the role whilst selling my skills and personality to the company before I had even met them. The input form Chris throughout the process, not only made everything easier but also it took the pressure off massively. I am very grateful. Thank you.

Jon Ives
December 11, 2023

Chris has done a great job for me. It's most refreshing to have a recruiter that both understands the role being recruited and listens to the candidate's requirements and concerns. Top marks!

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December 2, 2023

It was great to work with Chris at Agilis to find my new role. He was always on hand to guide me through the process and make sure I was fully briefed prior to each interview. I would happily use Chris to find me a job... although I'm very happy where I am now! M-W Kelly

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October 31, 2023

Had a top experience with Edd. Sorted me 3 interviews with my preference of company, landed a role very quickly after. Professional + Friendly guy, would recommend.

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An excellent recruitment experience. From the initial contact and throughout the interview process, Chris and his team excelled. I can highly recommend this agency.

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May 15, 2023

Chris from Agilis recruitment was fantastic. Professional and friendly; from providing the role, to the level of contact throughout the process.

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May 15, 2023

Edd was great, I had some bad experiences with recruiters whilst looking for a new role but Edd restored my faith!

March 29, 2023

Chris at Agilis was professional throughout the entire process and was always available to discuss any concerns. He also made sure to only flag roles that I would have a genuine interest in. Thanks again Chris!

Mac Beirne
March 1, 2023

Chris Ellsworth was my recruiter and I was greatly impressed with the level of his assistance throughout the process from start to finish. He provided me with job role applications that were personalised to me based on what I told him I was looking for. If there was any confusion, I was always able to contact him throughout the whole process and ask for clarification which he would then, always happily give. Chris genuinely made me feel that he wanted me to get the role as much as I did and helped me with every step on the way.

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May 24, 2022

I had a great experience with Ed and Agilis. Found me a job which was the perfect fit and supported me along the way. Thank you so much for the support Ed.

Jessica Stafford
May 10, 2022

Had a great experience with Agilis Recruitment. Ed helped me find the perfect role for me in a great business. He also was very professional, cooperative but most importantly, understood what was important to me and listened to what I was looking for. Thank you Ed!

Arthur Guide
February 25, 2022

Amazing experience with Agilis, a professional company. I have no words to thank Edward. He found a great role for me.

Miles Jarvis
February 5, 2021

I had a great experience with Ed and Agilis. It was great to have a recruiter who understands exactly what his clients are looking for in a candidate. 5 stars!

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February 2, 2021

Ed was great, found me a job which was the perfect fit and supported me along the way, solid agency

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May 27, 2020

Laura is a lovely individual and easily the best recruiter I have ever worked with: proactive without being pushy, professional without lacking sincerity, and most importantly, she genuinely cares about her clients. She was incredibly conscientious in understanding my background and aspirations, and matched me with a role I WAS really excited about. I knew I was in good hands from our very first conversation – and I am happy to say I am a month into my new job and loving it!

Dean Rudge
April 21, 2020

I worked with Ed when securing my role. It was a massive step in the direction I wanted to move my career in and Ed was pivotal in making that happen. I liked that right from the start he was not pushy, he listened to what I had to say and feedback and he kept in regular contact without bombarding me, using the most suitable form of messaging whether it be LinkedIn, Email or a Phone Call. I would highly recommend Ed and the guys at Agilis - keep up the great work guys!

Paul Stonuary
March 30, 2020

A really nice team to do with. Proactive, prompt and supportive - just what you want, but rarely find in a recruitment agency.

Chris Harvey
March 23, 2020

Have found Agilis recruiting fantastic. Cannot rate them highly enough! Give them a go for all recruitment needs!

Harry Ray
March 20, 2020

Laura and Ed at Agilis helped me get placed last year, and Laura was exceptionally accommodating and patient, calling me outside of hours when it was convenient for me and keeping me in the loop about everything that was going on. I'm happy with my role and feel like the guys at Agilis really put time and effort into their work -- thank you!

Tarnea Garvey
March 20, 2020

My experience with Agilis has been great. I found Laura to be incredible helpful and always ensured she remained in contact with me throughout my job search. Thankfully I managed to find a new job through Agilis and the company has turned out to be everything that they told me the it would be! 5 Stars from me!!

Alex Dewey
March 19, 2020

Great experience with Agilis. Following relocating to Bristol I’d found myself having conversations with a couple members of the team. I’d expressed how important it was for me to find the right role but also due to circumstance I needed the process to be accelerated as much as possible. Laura was my main point of contact and managed to find me the best role I’ve ever had in what must be record time. I couldn’t rate their work higher and will definitely be my first point of contact when looking for new opportunities. Thanks again!

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March 19, 2020