Christopher Potter of Purple Penguin Media Limited has written this short article for me with 5 email marketing tips, relevant to the recruitment industry.
The Top 5 E-mail Design Mistakes to Avoid
Here are a few things you should avoid when delivering an e-mail marketing design that tend to be quite common mistakes within the recruitment industry.
1. Typos, misspellings, punctuation and grammatical errors.
Your E-mail marketing campaign can have a brilliant design, composition and thought process behind it but with a glaring spelling error, grammatical mistake or poor use of English it can make the entire project crumble. Delivering an e-mail to your customers that contains any of these is like displaying a large banner that says “We are incompetent”. Errors are human mistakes so make sure you check the text carefully before you “go to print”.
2. Irrelevant content or design.
Many recruitment companies and job boards feel they need to squash as many different jobs or information in as possible to get their readers attention. In fact, an over crowed e-mail with irrelevant content or a poorly integrated design can end up confusing the reader and making them feel as though the company does not know what it’s doing. Choose one job, recruiting company or package that is available and ensure the advert focuses only on that. Include a design that fits with your company image to sell the job (or job board) to the job seeker. Do not overload the e-mail with pointless content from various other topics such as self promotion.
3. Over- crowded content.
Too much content can be confusing and annoying for readers who will not know where to focus their attention and will end up junking the e-mail. E-mail recipients want to know how this e-mail will benefit them quickly and easily.
4. Too much white space.
Too much white space in an e-mail can make it seem dull, lifeless and uninteresting while at the same displaying the idea that your company has little to offer the recipient. Make sure you put in enough information and visual excitement to get the reader interested.
5. Incomplete information.
E-mail marketing needs to convey exactly what it’s about to the recipient quickly and clearly. If the recipient of the e-mail does not understand what it is that’s on offer, what you provide or what the e-mail is about in full they are likely to not bother investigating any further.
Companies seem to ignore the single largest online advertising venue available: their own regular external emails. Why not use these emails to market the senders company?
You have a website.
You send emails.
Why not multiply your sales-staff by “wrapping” the regular email in an interactive letterhead?
No other marketing or advertising medium is as targeted as an email between people that know each other (as opposed to mass emails). These emails are always read and typically kept.
WrapMail offers a solution that is server-based (i.e. compatible with all email clients), has a complete back-office with a WrapMaker, reporting etc and only charge $5 per user per month.
The above idea from WrapMail is good but doesnt show the professionalism and innovation of your company as something like this would:
http://www.recruiterfiles.com/eshots/emply/nov2/
This was designed by the company that wrote the above article and it works everytime.