Many people are feeling email burnout. From check-ins to updates, junk or spam to the plain inessential, our inboxes have been booming throughout the pandemic. However, despite the increased frequency of messages, email engagement is actually booming. In fact, 78% of marketers have seen an increase in email engagement over the last 12 months.1
So, what is setting the engaging emails apart from the spam? Personalization.
What Does Personalization Mean for Email Marketing?
Approximately 90% of U.S. consumers have stated that they find marketing personalization, such as personalized emails, to be “very” or “somewhat” appealing.2 How can you personalize the emails you’re sending to clients or candidates?
- Use their name (in the subject line, body or both)
- Send information pertinent to them (don’t send candidates to candidates, and don’t send open jobs to clients)
- Keep the emails you send timely (Know candidates are about to have summer months off? Try sending a summer-themed “Hot Jobs” email featuring openings in their town/industry.)
Creating segmented lists can greatly improve your email marketing results. According to some research, marketers who use segmented campaigns note as much as a 760% increase in revenue.3
So, how should you segment your lists? Here are some examples:
- Candidate vs. Client
- Geographic Location
- Time Zone
Creating lists that are specifically targeted to the person receiving them greatly increases your chances of getting an open, click, or a meaningful engagement from your recipient.
Ready to Start Sending Better Emails?
Contact the content marketing experts at Haley Marketing Group to start sending emails that drive response and deliver ROI!
- Not Another State of Marketing, 2020
- Campaign Monitor, 2020
- Campaign Monitor, 2019