Build a Successful Email Marketing Campaign

One of the main challenges that a staffing firm will face is finding ways to reach out to and connect with the right talent. In the quest to develop an email outreach strategy, staffing professionals can take some lessons from marketing firms.

With the potential to provide a $44 ROI for every dollar spent on a single campaign, email marketing is one of the most effective tools that companies use to nurture leads and increase sales. For professionals who work in staffing, many of the same tactics that marketers use to win the sale can be applied to recruiting talent for your clients. Here are some dos and don’ts to guide you.


Create attractive subject lines. Any email marketing professional will tell you that many campaigns are won or lost with the subject line. It is the first thing that the recipient is going to see, and if it does not gain their interest the email will end up in the trash.

The subject line should provide the reader with some idea as to the content of the email, and you want to try to keep it to around 30 to 40 characters.

Maintain your email list. For an email campaign to be successful, the emails have to reach people. You might have a database of talent that you segment and target with certain emails, but you have to maintain these lists and keep them up to date.

You should verify an email address as it comes in, and you should also have your email list cleaned to get rid of old email addresses that are no longer in use.

Aim for simplicity. Simple emails get the best result. You might think that by touching on several points you are going to get more out of a single email, but having multiple messages and calls to action just reduces the overall effectiveness of the email.

Try to stick with one message per email and keep it short and to the point. By having just a single message and a clear call to action, you make it easy for the reader to understand what you want them to do.

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Don’t bury the call to action. You want the email recipient to follow your call to action. For them to do this, they must be able to find it first.

Keep the call to action above the fold. You need at least one, but you could also repeat it a second or even third time in the message. You can make it easier to see by having a clickable CTA button that directs readers to a link that you want them to follow.

Don’t go wide. Analysis from Return Path indicates that about 55% of all emails are opened on mobile devices. With a good chance that potential recruits are going to open the message on a phone or tablet, you want to make sure that the message is formatted for the device.

This means limiting the email to no more than 650 pixels in width. If it is any wider, the reader will have to scroll horizontally to see the entire message. If the email is not optimized for mobile, most readers will just close it and never open it again.

Don’t send generic emails. Email marketing is about connecting with the reader and building a relationship. Emails that are generic do a poor job of making that personal connection. Recipients are more likely to open emails with a personalized subject line, and they are more likely to click through on emails that are personalized.

This can be accomplished with simple steps like addressing the recipient by their name and sending them emails that are relevant to their career path.

When done right, email marketing can be one of the best tools for recruiting talent. It can be implemented with low costs, and it can get great results for your outreach campaigns. With email automation, you can streamline your talent outreach strategy, and you could refine it by using analytics platforms to track the results of your emails and test different tactics.

Rae Steinbach

Rae Steinbach
Rae Steinbach is a graduate of Tufts University with a combined International Relations and Chinese degree. After living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content.

Rae Steinbach

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One Response to “Build a Successful Email Marketing Campaign”

  1. A well-defined article on the do and don’t of the email marketing strategy. These tips are really gonna help to build up the campaign a successful one.

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