HTML - Email Marketing

Most of us rely heavily on email blasts to market our practice opportunities. I found over the last two years that response rates to my email blasts were diminishing at an alarming rate! Why?

The majority of the emails I sent out were basic text emails with a link to a website posting. It would only be logical to assume that prospective candidates started to get tired of same text emails and started to block them or simply delete them without reading them. We do it ourselves with our personal emails!

Enter the HTML (Hyper Text Mark-up Language) email. An HTML email is visually sophisticated and much more appealing electronically. If a basic text email was the equivalent of a Honda vehicle, then the HTML email is the equivalent of an Acura vehicle.

When I send an email blast out, I have two goals:

1.) Candidate response to the email indicating an interest in the opportunity
2.) Drive prospective candidates to our website

By presenting prospective candidates with a visually stimulating email, my chances of getting a response increase. Once Cejka Search started to use HTML emails as part of our comprehensive Candidate Acquisition process, we started to see better responses to our email campaigns.

As with any candidate sourcing activity, be sure to develop appealing text with persuasive information to encourage the candidate’s response. As with most of our sourcing efforts, “garbage in, garbage out” most definitely applies! It is important to look at your opportunity critically to identify what is most appealing about it. Location? Practice setting?

So far, all of my blogs have been about some the latest Internet technologies we can use as a recruitment tool. Email marketing may not seem as high tech but it is definitely a recruitment tool that can get information to large number of prospective candidates and can drive them to your website, Facebook page, Twitter, etc.