Increase Your Response Rates with Better Recruiting Emails
10/8/2019 1
INCREASE YOUR
RESPONSE RATES WITH BETTER EMAILS AND
MESSAGES
PRESENTED BY ANTHONY JULIANO
GIVEN THE IMPACT OF SOCIAL MEDIA,
DOES EMAIL STILL
MATTER?
WORLD POPULATION (IN BILLIONS) USING
EMAIL AND SOCIAL MEDIA
SOURCE: OPTINMONSTER
3.8
3.4
0
0.5
1
1.5
2
2.5
3
3.5
4
EMAIL SOCIAL MEDIA
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 2
% OF ADULTS WHO SAY THEY USE…
68%
35%
29%27%
25% 24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook Instagram Pinterest Snapchat LinkedIn Twitter
FIRST CHECK OF THE DAY
58%SEARCH
20%
SOCIAL
14%
NEWS
5%
COMPANY INTRANET
3%
SOURCE: OPTINMONSTER
EMAIL CLICK THROUGH RATES VS.
SOCIAL MEDIA ENGAGEMENT RATES
SOURCE: OPTINMONSTER
3.71%
0.0058
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
EMAIL OPEN RATE SOCIAL MEDIA ENGAGEMENT RATE
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 3
EMAIL IS
ALIVE AND WELL …
…IF YOU USE IT TO ITS
POTENTIAL
▪ EMAIL’S PLACE IN YOUR RECRUITING EFFORTS
▪ AVOIDING THE JUNK PILE
▪ IMPROVING OPEN RATES
▪ CUTTING THROUGH THE CLUTTER WITH
COMPELLING SUBJECT LINES AND COPY
▪ Q & A
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 4
EMAIL IS
ONE TOOLNOT THE ENTIRE TOOLBOX
SO, WHERE DOES EMAIL
FIT IN?
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 5
CULTIVATION:PRIMARILY COLD CALLS
AND EMAIL
NEGOTIATION:PRIMARILY PHONE/
FACE TO FACE
FOLLOW-UP:PRIMARILY SOCIAL MEDIA
AND EMAIL
RESEARCH:PRIMARILY SOCIAL MEDIA
▪ PREVIOUSLY-SENT EMAILS WITH LOW
ENGAGEMENT RATES OR SPAM COMPLAINTS
▪ SENDING FROM AN UNBRANDED ADDRESS
▪ LISTS WITH INACTIVE EMAIL ADDRESSES
▪ MISLEADING SUBJECT LINES
▪ SUBJECT LINES WITH ALL CAPS OR MULTIPLE
EXCLAMATION POINTS
▪ OVERLY PROMOTIONAL LANGUAGE
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 6
▪ NO PERSONALIZATION
▪ NO STREET ADDRESS
▪ AN OBSCURED OR MISSING UNSUBSCRIBE LINK
A FEW
TESTINGOPTIONS
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 7
• Avoiding the junk pile
· What filters look for
· Dos and don’ts for landing in the inbox
· Testing your messages
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 8
INDUSTRY-WIDE OPEN RATES: RECRUITMENT AND STAFFING
19.33%
SOURCE: MAILCHIMP
INDUSTRY-WIDE CLICK RATES: RECRUITMENT AND STAFFING
1.81%
SOURCE: MAILCHIMP
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 9
SO, HOW DO YOU
IMPROVEYOUR CHANCES?
REASONS FOR OPENING EMAIL
64%
47%
26%
14%
4%
0%
10%
20%
30%
40%
50%
60%
70%
SENDER NAME SUBJECT LINE OFFER INTRO PARAGRAPH EXPECTED LENGTH
SOURCE: SUPEROFFICE
THE IMPORTANCE OF
SENDER NAME
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 10
INCREASE IN OPEN RATES WHEN EMAIL IS SENT USING A SPECIFIC PERSONAL NAME, RATHER THAN A GENERAL EMAIL ADDRESS OR COMPANY NAME
35%
SOURCE: PINPOINTE MARKETING
PERCENTAGE OF EMAIL MARKETING CAMPAIGNS
SENT FROM A COMPANY NAME
89%
SOURCE: SUPEROFFICE
▪ DEPENDENT ON YOUR SPECIFIC AUDIENCE, BUT
IT COULD BE…
o YOU
o YOUR CEO
o A SPECIFIC MEMBER OF THE RECRUITING
TEAM WITH WHOM YOUR AUDIENCE HAS A
RELATIONSHIP
o AN EMPLOYEE INFLUENCER
o IT MAY BE DIFFERENT FOR EACH AUDIENCE
SEGMENT (MORE ON THAT IN A MINUTE)
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 11
TIMING IS EVERYTHING…BUT
“EVERY EMAIL LIST IS MADE UP OF A DIFFERENT SET OF
PEOPLE WITH DIFFERENT HABITS. THEREFORE, YOUR BEST
SEND TIME MAY OR MAY NOT BE THE SAME AS ANOTHER
EMAIL MARKETER’S BEST SEND TIME. HOWEVER, IT IS
EXTREMELY VALUABLE TO HAVE AN INFORMED PLACE TO
START. ”
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 12
THE CONSENSUS:TUE. OR WED. P.M.
WHY IT’S IMPORTANT TO
GET IT RIGHT…
FIRST HOUR AFTER DELIVERYPERCENTAGE OF EMAIL OPENS
23%
SOURCE: SUPEROFFICE
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 13
> 24 HOURS AFTER DELIVERYLIKELIHOOD OF EMAIL BEING OPENED
<1%
SOURCE: SUPEROFFICE
LIST
SEGMENTATION
“SEGMENTING YOUR EMAIL LIST HELPS YOU SPEAK MORE
INTELLIGENTLY AND DIRECTLY…AND WHEN YOU DO IT
RIGHT, THE PAYOFF CAN BE HUGE: MAILCHIMP FOUND
THAT WHEN THEIR USERS SEGMENTED EMAIL LISTS BASED
ON DATA LIKE LOCATION AND JOB TITLE, OPEN RATES
INCREASED BY ALMOST 19%, AND CLICK-THROUGH RATES
BY ALMOST 22% COMPARED TO NON-SEGMENTED SENDS.”
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 14
▪ PASSIVE VS. ACTIVE JOB SEEKERS
▪ BY LOCATION
▪ BY INDUSTRY
▪ BY YEARS OF EXPERIENCE
▪ BY JOB TITLE/SKILLS
▪ REFERRAL SOURCES
THE KEY TO SUCCESSIN GETTING THE AUDIENCE’S
ATTENTION…
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 15
…KNOW AS MUCH AS
YOU CAN ABOUT THEM
▪ CURRENT COMPANY
▪ SKILLS
▪ COLLEGE THEY WENT TO
▪ PROJECTS AND CERTIFICATIONS
▪ HOBBIES/INTERESTS (ESPECIALLY THOSE YOU’RE
GENUINELY INTERESTED IN)
PEOPLE GIVE
TIME AND
ATTENTION…
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 16
TO THOSE WHO GIVE THEM
TIME AND
ATTENTION
WRITING EFFECTIVE
SUBJECT LINES
“YOUR HEADLINE HAS ONLY ONE JOB—
TO STOP YOUR PROSPECT AND COMPEL
HIM TO READ THE SECOND SENTENCE OF
YOUR AD. IN EXACTLY THE SAME WAY,
YOUR SECOND SENTENCE HAS ONLY ONE
JOB—TO FORCE HIM TO READ THE THIRD
SENTENCE OF YOUR AD. AND THE THIRD
SENTENCE—AND EVERY ADDITIONAL
SENTENCE IN YOUR AD—HAS EXACTLY
THE SAME JOB.”
EUGENE SCHWARTZ
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 17
▪ CONSIDER WHAT’S WORKED IN THE PAST
▪ KEEP IT SHORT: 40-70 CHARACTERS
▪ BUT, WHEN APPROPRIATE, USE TEASER COPY TO INCITE
CURIOSITY
o INSTEAD OF “HOW TO AUTOMATE YOUR JOB
SEARCH”
o SAY: “HOW TO AUTOMATE YOUR JOB SEARCH -
TIPS FOR EVERY STEP...”
o “WANT A PROMOTION? HERE’S HOW YOU GET IT.”
▪ USE LISTS
o “5 WAYS TO IMPROVE YOUR RESUME”
▪ PERSONALIZE
o “NEW JOBS IN PHOENIX”
o “A OPPORTUNITY FOR YOU, ERICA”
INCREASE IN UNIQUE OPEN RATES WHEN
THE RECIPIENT’S NAME IS IN THE SUBJECT LINE
26%
SOURCE: CAMPAIGN MONITOR
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 18
▪ INCLUDE A NO-STRINGS OFFER
o OUR COMPREHENSIVE GUIDE TO THE FUTURE OF
WORK
▪ CONVEY A SENSE OF URGENCY
o OUR BIGGEST HIRING EVENT ENDS FRIDAY
▪ CONVEY EXCLUSIVITY
▪ MIKE: AN OPPORTUNITY JUST FOR YOU
▪ INCORPORATE A CALL TO ACTION
o MEET OUR TEAM IN DALLAS
▪ CONSIDER USING EMOJIS (BUT KNOW YOUR
TOPIC/AUDIENCE)
INCREASE IN UNIQUE OPEN RATES WHEN EMJOIS
ARE IN THE SUBJECT LINE
56%
SOURCE: CAMPAIGN MONITOR
PERCENTAGE OF COMPANIES DOING THIS NOW
2%
SOURCE: CAMPAIGN MONITOR
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 19
▪ SENTENCE CASE WORKS BEST; ALL CAPS IS
WORST
o This is sentence case
▪ USE VARIETY: DIFFERENT SUBJECT LINES FOR
DIFFERENT AUDIENCES AND WHEN SENDING
FOLLOW-UP MESSAGES TO THE SAME AUDIENCE
▪ TEST, TEST, TEST
WRITING EFFECTIVE
BODY COPY
▪ REMEMBER, IT’S ABOUT THEM, NOT YOU—
DO YOUR RESEARCH!
▪ BE CONVERSATIONAL/INFORMAL
▪ KEEP IT SHORT—3 (OR FEWER) BRIEF
PARAGRAPHS
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 20
LIKELIHOOD YOUR EMAIL WILL BE OPENED ON A MOBILE DEVICE
66%
SOURCE: MARKETINGLAND
▪ REMEMBER, IT’S ABOUT THEM, NOT YOU—
DO YOUR RESEARCH!
▪ BE CONVERSATIONAL/INFORMAL
▪ KEEP IT SHORT—3 (OR FEWER) BRIEF
PARAGRAPHS
▪ BEGIN WITH THE END IN MIND
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 21
IMPRESSIONSWHEN THE EMAIL SIMPLY
BUILDS YOUR REPUTATION OR
REMINDS THE RECIPIENT OF YOU
CONVERSION WHEN THE RECIPIENT TAKES SPECIFIC
ACTION, SUCH AS COMPLETING AN
APPLICATION
WHAT’S YOUR GOAL?
▪ REMEMBER, IT’S ABOUT THEM, NOT YOU—
DO YOUR RESEARCH!
▪ BE CONVERSATIONAL/INFORMAL
▪ KEEP IT SHORT—3 (OR FEWER) BRIEF
PARAGRAPHS
▪ BEGIN WITH THE END IN MIND
▪ CONSIDER YOUR EXPERIENCE AS A
CONSUMER/RECIPIENT
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 22
▪ CLOSE WITH MAXIMUM OF ONE CALL TO
ACTION
“IF YOUR FIRST TOUCHPOINT DIDN’T DELIVER THE RESULT,
DON’T FEEL BAD. IT’S ALMOST ALWAYS THE SECOND AND
THIRD TOUCHPOINT WHICH GETS THE RESULT.”
Increase Your Response Rates with Better Recruiting Emails
10/8/2019 23
THANKS!ANTHONYJULIANO.COM
(260) 615.3426
ABOUT ANTHONY JULIANO
ANTHONY JULIANO FOUNDED POINT SIX FOUR TO HELP RECRUITERS UNDERSTAND TODAY’S CHANGING
COMMUNICATION ENVIRONMENT AND TELL THEIR STORIES SO THEY CAN REACH THEIR GOALS. THROUGH
INTERACTIVE PRESENTATIONS, LIVELY TRAINING SESSIONS, AND SMART COMMUNICATION STRATEGY,
ANTHONY’S WORK IS DESIGNED TO INSPIRE AUDIENCES AND CUT THROUGH THE CLUTTER IN TODAY’S
CHALLENGING COMMUNICATION ENVIRONMENT.
HIS SERVICES INCLUDE:
OUTSOURCED MARKETING AND COMMUNICATION SERVICES | LINKEDIN TRAINING |
PRESENTATIONS ON PERSONAL BRANDING, COMMUNICATION, NETWORKING, PRODUCTIVITY,
AND SOCIAL MEDIA | WRITING | PUBLIC SPEAKING COACHING | POWERPOINT DESIGN