Lately, the media has constantly declared that email marketing is dead, but at BuzzRecruiter we know that when done correctly, email marketing can be a highly successful way of recruiting talent for your company. What many have failed to realize is that, yes, old-fashioned email marketing – the kind that targeted a mass demographic and issued deals and generic ploys – is in fact out of style; everyone knows how to opt out of those messages. Customers are simply savvier about online communication these days. That’s why email marketing the BuzzRecruiter way ditches this old style in favor of a more personalized approach to email marketing.
The Old Strategy: Email Blasts
There are several factors that have affected the success of email marketing. The first and most important of these factors is simply that no one is reading those email blasts. Potential clients see them in their inbox and hit delete, eventually relegating your messages to the spam pile. Additionally, the group receiving these mass emails might not be the right one – many companies are working with weak email lists that will simply be unresponsive. Combine these features with mass content that doesn’t truly think through the target audience, and you have a recipe for failure.
The New Strategy: Go Mobile
As it turns out, the new mobile internet that ties smartphone users to their phones is actually used primarily to check email. This means that marketing emails need to be mobile optimized if they are really going to get any attention. Before that, however, you have to build trust between your company and your target audience through other venues, such as social media, and BuzzRecruiter can help. Once you’ve built a relationship with your audience, they’re much more likely to open and read your emails.
After earning that trust, the next step in the BuzzRecruiter email marketing strategy is to keep things interactive. Interactivity is one of the most important and engaging features of smartphone use, and your audience will be looking for it. One way to do this is through a powerful call to action (CTA). A good CTA gives your target customers a way to get involved, ideally on a more personal level. Enhance your CTA with good email design, making it accessible through a large button (set well away from the unsubscribe link). The last important component is to make sure your emails are mobile optimized to be read on any device, not just an iPhone, for example. Is your company ready to ditch the old system and go mobile?