When it comes to creating and delivering an email marketing campaign that attracts candidates and encourages them to learn more about the latest job, measuring the performance of each piece of content can help recruiters really understand whether the, what they say hits the mark. .
With 300 billion marketing emails being sent to people’s inboxes around the world every day, with so much competition from brands, it’s often difficult not only to get the breakthrough you want, but also to know how well it’s going … or not .
To overcome this hurdle, many recruiters may take the opportunity to analyze open and click rates to determine the success or failure of their latest email campaign – after all, many free email marketing platforms have these insights at your fingertips to disposal. While these measurements reflect some of the details, do they really tell the whole story? Maybe not.
This is because this data does not go into the fact that multiple recipients may have seen the email and had a quick look at it, but then clicked “Delete” without really looking into it. Others could accidentally click on the communication before discarding it entirely.
The point is, open and click rates never really tell the full story. Yes, they could show how the latest email campaign got above average rates for being opened by recipients, but it doesn’t affect the level of engagement that was also involved. And a savvy recruiter wants to know that their job vacancy or top tip email promotes the type of interaction that will help get the right person to the right job.
While other recruiters still use these so-called “vanity metrics”, forward-thinking professionals – who want to be one step ahead of the competition – should try a different form of analysis to really penetrate the online noise. That means introducing marketing automation and using the possibilities of lead scoring.
What is lead scoring?
This is where imaginary numbers are placed above the heads of every person who has dealt with the recruiter. For those who have interacted with the brand’s lots – for example, downloaded a guide on interview techniques, or spent time on a specific webpage that covers a sector they are interested in – they are and could be rated as the “hottest leads” therefore have a number of ‘9’ or ’99’ appended.
These people should prioritize recruitment agencies with hyper-personalized communications because they have already “moved in” with what the organization has to say. The result is also usually a higher level of engagement as 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 through a human touchpoint – like a personal phone call – and this can go much further than sending an irrelevant message that is easily accepted by everyone .
Always segment the audience
Technically, this isn’t a metric, but it does play a crucial role in how a recruiter accurately analyzes whether their latest campaign is delivering the right message to the right person at the perfect time.
Categorizing individuals into specific groups based on their current interests and interactions with the brand means recruiters can send hyper-relevant content that the recipient wants to read, rather than what the company thinks they might be interested in.
This is a great way for recruiters to focus a laser beam on who to talk to and when – all of this can be done in minutes, not hours, through clever marketing automation.
Web engagement can tell a much bigger story
Now that we’ve discussed the possibilities of lead scoring and the importance of segmentation, recruiters should take another step to effectively evaluate their campaigns by conducting website interactions.
For example, does a candidate watch videos about “the most frequently asked questions in an interview”? Or maybe they are looking for a guide with top tips on how to create a must-have cover letter. These are critical areas a recruiter can respond to in terms of personalizing their content. If they do not pursue this type of activity, this is a lost opportunity.
By integrating marketing automation and access to website data, recruiting brands can gain deeper insight into each individual’s online experience and provide real-time details on what they are most interested in.
While these metrics only scratch the surface of what recruiters can do when armed with marketing automation, they need to remember that they need to act on what the data tells them. And while it may seem daunting to have subscribers or discover that some piece of digital communication has little interest, it often says a lot about a contact base – from the level of interaction to identifying whether they need to address “frequency of broadcast” or update content … before a competitor does.
About Sam Duggan: Sam Duggan is Marketing Director of the Force24 marketing automation platform and focuses on increasing net sales by leveraging customer data.