webinar: email marketing for...

“Email Marketing for Recruiters”

© Mark Whitby. All Rights Reserved.

Mark Whitby


Mark Whitby

•  As a low-cost marketing method, nothing beats email: – You get your message out at the

push of a button –  It's a cheap, fast and efficient way to

communicate with both clients and candidates

– You reach more people with less time and effort

© Mark Whitby


Mark Whitby

•  Generate warm leads and follow up with prospects automatically

•  Nurture relationships by keeping in regular touch with all your contacts on a consistent basis

•  Increase brand awareness and stimulate demand for your services

© Mark Whitby


Mark Whitby

•  You use email every day... •  BUT if you're like most

recruiters, you're probably not using email to it’s full potential

•  And you could be losing out on lots of extra placements as a result!

© Mark Whitby


Mark Whitby

•  Email an MPC candidate to their client database

•  Email a hot job to their candidate database

•  That’s a good start, but that’s only the tip of the iceberg! There’s so much more you can do...

© Mark Whitby


Mark Whitby

•  Build a targeted list of prospect email addresses

•  Produce professional looking email campaigns

•  Find a reliable and cost-effective email marketing platform

•  Automate your lead capture and follow up process


Mark Whitby

•  Write subject lines that break through the clutter and get your emails opened! – We’ll show you sample subject lines

that have produced the best open rates in split tests

•  Source great content for your email newsletter with the minimum time/effort


Mark Whitby

•  Adopt best practices that protect your reputation, and enhance your relationships


Mark Whitby

•  I don’t claim to have all the answers, but I do believe I can help you in this area because… –  I have been using email marketing

successfully for almost 10 years –  I have studied it intensively and

invested thousands of dollars on courses and coaching

–  I derive a significant percentage of my revenue from email

HOW?

Platform

WHO?

Email List

Lead Capture

WHAT?

Campaign

Series

Broadcast

© Mark Whitby


Mark Whitby

•  Please do NOT try to... – Send email broadcasts from your own

server – Send email broadcasts from Outlook

or your CRM software (fine for small mail merges)

•  There are Email Marketing Solutions that do it for you – and it’s relatively cheap © Mark Whitby


Mark Whitby

•  Deliverability – How do they ensure that your email is

delivered and avoid the spam filters, junk folders, blacklists

•  Functionality – Do they have the features you need?

•  Cost – Does the price fit within budget?

© Mark Whitby


Mark Whitby

•  Email marketing platforms maximize their deliverability rate by avoiding spam blacklists

•  That means the best platforms require confirmed opt-in

•  The challenge is that makes it very difficult to upload your existing mailing list

© Mark Whitby

Provider Trial for 30 days Price per month

1shoppingcart $3.95 $29 flat

Aweber $1 $19+

Constant Contact Free $15+

iContact Free $10+

Infusionsoft Set-up Fee $199++

Mailchimp Free $10+

Streamsend Free $19.90+

© Mark Whitby


Mark Whitby

•  Evaluate 2-3 before deciding •  My favourite is Aweber:

www.recruiter.aweber.com

© Mark Whitby


Mark Whitby

•  Flat Fee or Increasing? –  Increase based on list size or volume

of emails sent? – What is the true cost based on your

estimated list size / volume? •  Support included or extra?

– Telephone vs. Email?

© Mark Whitby


Mark Whitby

•  Invest the time up front to select the email marketing solution that best fits your needs

•  Cheapest is not necessarily the best – neither is most expensive

•  Once you start building your list on one platform, it’s difficult to migrate the data later!

© Mark Whitby


Mark Whitby

•  Step 1 – Create your client magnet •  Step 2 – Install a lead capture form •  Step 3 – Select your routes to market •  Step 4 – Promote your lead gen offer •  Step 5 – Keep in touch until they

become a paying client!

© Mark Whitby


Mark Whitby

•  Create a lead generation product (“ethical bribe”) as a free giveaway –  White paper –  Results of a Survey –  Webinar or Teleseminar –  Article or Special Report –  Book –  Online Video –  CD or DVD –  Podcast Series –  Consultation / Presentation / Analysis /

Review / Critique / Audit © Mark Whitby


Mark Whitby

•  Next you need a way for people to join your list in exchange for your free information –  Squeeze page, or “shy yes” page –  Privacy policy –  Minimum = First Name and Primary Email –  Optional = Job Title, Company, Phone, etc.

© Mark Whitby


Mark Whitby

© Mark Whitby

© Mark Whitby

•  Permission Based: –  Lead capture form on your website / blog –  DHTML pop-up –  Joint Ventures with list owners –  By telephone – every new contact (provided

you ask permission) –  Paid email broadcast via list owner (they

send for you) –  Lead gen advertising

© Mark Whitby

•  Permission Based: –  Your email signature –  Your business card –  Your LinkedIn Profile –  Direct mail letters and postcards –  Speaking –  Networking events –  Writing articles (offline / online)

•  The prospect knows you: – Your existing client and candidate

database – Historical records from meetings,

events, correspondence, business cards, online or offline research, existing files, referrals, etc.

– Your contacts in Outlook – Social media – e.g. LinkedIn

© Mark Whitby

© Mark Whitby

•  The prospect doesn’t know you: –  Internet research tools – e.g.

Zoominfo, Jigsaw, Broadlook, CardBrowser

– Automated data mining tools - e.g. eGrabber’s “ListGrabber”

– Online trade directories – Purchased or rented lists?

•  These leads are best contacted individually

•  Definition of Spam? – Unsolicited commercial email – Anything the recipient doesn’t

want! •  Recruiters are notorious

spammers •  Clean lists get best response

with minimum blowback © Mark Whitby


Mark Whitby

•  Spam CAN work if executed carefully, but consider the cost to your reputation / brand

•  Be prepared for angry replies and complaints to your web host

•  You can find companies to do it for you

•  Safest route = don’t do it! © Mark Whitby


Mark Whitby

•  Email Newsletter •  Surveys (surveymonkey.com) •  Articles and blog updates •  Industry news •  Company news •  Invitation to special events •  Remember WIIFM!

© Mark Whitby

Text •  Pro: No graphic

designer •  Pro: Quick and easy •  Pro: You can DIY •  Pro: Better

deliverability •  Pro: Illusion of a one-to-

one communication •  Con: Doesn’t look as

nice

HTML •  Pro: Looks professional •  Pro: Stands out / grabs

attention •  Con: Cost to create a

custom design •  Con: Takes more time

to set-up •  Con: Might need tech

help

© Mark Whitby


Mark Whitby

© Mark Whitby

•  What’s an Autoresponder? – A series of follow up emails that are

sent automatically according to timescales you’ve specified

•  Example – Day 0 = Here’s your free course... – Day 3 = Join me on LinkedIn – Day 7 = Can I get your feedback? – Day 14 etc.


Mark Whitby

•  Privacy policy on your website •  Unsubscribe option •  How often to send?

– Once per month MINIMUM – Once per week IDEAL – Twice per week MAX – Daily = only if they sign up for a daily

service – e.g. Recruiter Daily, Recruitment International, etc. © Mark Whitby


Mark Whitby

•  Always spell check •  Always send a TEST email

before sending your broadcast – avoid embarrassing mistakes

•  Most importantly = ADD VALUE – Send stuff that’s valuable, helpful,

beneficial, interesting to the recipient

© Mark Whitby


Mark Whitby

•  AVOID recruiters sending untargeted email blasts to the same clients! – Owner / Marketing Manager controls

the distribution list – Recruiters can email only to their

OWN CONTACTS – Must seek permission to mail to a

wider selection or whole list © Mark Whitby


Mark Whitby

•  You now have everything you need to get started with email marketing

•  If you want more advanced training, or to work with Mark 1-on-1 to get your email marketing campaigns up and running: – [email protected]

© Mark Whitby

webinar: email marketing for...

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