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When it comes to crafting and delivering an email marketing campaign that attracts candidates and encourages them to find out more about the latest vacancy, measuring how each piece of content has done can help recruiters to truly understand if what they’re saying is hitting the mark.

As 300 billion marketing emails are sent to people’s inboxes every single day – on a global scale – it’s often difficult to not only achieve the desired cut-through when there’s so much competition from brands, but also know how well it’s been received… or not.

To overcome this hurdle, many recruiters might take this opportunity to analyze open and click-through rates to determine the success or failure of their latest email campaign – after all, many free email marketing platforms have this insight available at the click of a button. However, while these measurements are giving some of the detail, are they really telling the full story? Perhaps not.

That’s because this data doesn’t delve into the fact that several recipients might’ve seen the email and given it a short glance, but then hit ‘delete’ without truly engaging with it. Others could’ve accidentally clicked on the comms before discarding it altogether.

The point is, open and click-through rates never truly tell the whole tale. Yes, they might show how the latest email campaign has achieved above-industry rates because recipients have opened it, but there’s no bearing of the level of engagement that’s also been involved. And, for a savvy recruiter, they want to know that their vacancy or top tips email is driving the type of interaction that helps to get the right person into the right job.

So, while other recruiters are still accessing these so-called ‘vanity metrics’, forward-thinking professionals – who want to get ahead of the competition – should be exploring another form of analysis to truly cut through the online noise. That means plugging in marketing automation and tapping into the powers of lead scoring.

What is lead scoring?

This is where imaginary numbers are placed above the heads of every individual who has engaged with the recruiter. For those who have interacted with the brand lots – for example, downloaded a guide on interview techniques or spent time on a specific webpage covering a sector they’re interested in – they’re classed as being the ‘hottest leads’ and could therefore have a figure of ‘9’ or ‘99’ attached to them.

These individuals are the ones recruitment firms should be prioritizing with hyper-personalized comms because they’re already ‘bought in’ to what the organization has to say. What that results in is typically a greater level of engagement too because they want to hear from the company.

By focusing on those who are the most interactive, there is also a greater chance of a conversion-rich opportunity via a human touchpoint – such as a one-on-one phone call – and this can go a lot further than sending an irrelevant message that’s loosely received by all.

Always segment the audience

Technically this isn’t a metric, however, it plays a pivotal role in exactly how a recruiter analyses if their latest campaign delivers the correct message to the desired person, at the perfect time.

Segmenting individuals into specific groups based on their of-the-moment interests and interactions with the brand means that recruiters can send hyper-relevant content the recipient wants to read, rather than what the organization thinks they might be interested in.

This is a great way for recruiters to have a laser-beam focus on who to speak to, and when – all of which can be made possible in minutes, rather than hours, via savvy marketing automation.

Web engagement can tell a far greater story

Having discussed the powers of lead scoring and the importance of segmentation, another step recruiters should take if they’re to evaluate their campaigns effectively is via website interactions.

For example, is a candidate viewing videos on the ‘most frequently asked questions in an interview’? Or maybe they’re trawling a top tips guide on how to craft a must-see cover letter. These are critical areas that a recruiter can respond to in terms of personalizing their content. If they’re not tracking this type of activity, it’s a missed opportunity.

Plugging in marketing automation and accessing website data can equip recruitment brands with a deeper level of insight from each individual’s online experience, and provide detail into what they’re most interested in, in real-time.

While these metrics only scratch the surface at to what recruiters can do when armed with marketing automation, the important thing for them to remember is that they must be responsive to what the data is telling them. And, while it might seem disheartening to have unsubscribers or discover a piece of digital comms has received little engagement, it often tells a lot about a contact base – from the level of interaction to identifying whether they need to address the ‘send frequency’ or refresh content… before a competitor does.

About Sam Duggan: Head of marketing for marketing automation platform Force24, Sam has a laser-beam focus on driving bottom-line revenues by utilizing customer data. 

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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.

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December 11, 2023

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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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March 29, 2023

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

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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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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!

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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!

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March 30, 2020

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March 23, 2020

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

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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!

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March 20, 2020

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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