What do these numbers mean?
171 Billion. 71 percent. 97.
Stumped? Well, here are the answers:
No wonder so many people think e-mail marketing is dead…a sad victim of its own success.
But is e-mail marketing really dead?
Well, a lot of people certainly think so. Given the proliferation of SPAM, more aggressive filtering software, and the simple fact that we're all busier than ever and have less time than ever to read, many of the marketing experts will tell you that e-mail marketing has been dead for about two years.
Don't you believe them.
At Haley Marketing, we've been providing e-mail marketing services for staffing, search, and other firms for the past 6 years. While there are certainly more challenges today than there were in 2000, here are a few REAL STATISTICS from our clients' marketing efforts (and these are all 2006 numbers):
In second place was a 4th of July greeting that offered some tasty recipes for a successful summer barbeque.
For candidates, our top performer was a candidate newsletter that featured hot job opportunities. This e-mail garnered a whopping 43% view rate and an unbelievable 71% click through rate.
There's no question that e-mail is different today than it was even a year ago. But is it dead as a marketing tool? Absolutely not! The key to e-mail marketing is using it the right way. Your clients, prospects, and candidates are way too busy to have their time wasted. For your e-mail marketing to work, it has to be sent to the right people, with content that the recipients will find both relevant and interesting.
E-mail marketing works best when used in the following ways:
A Few E-mail Best Practices
Include multiple links, lots of them
We've found that the more links that are in an e-mail, the better it performs. For some reason, and we honestly don't know why, 10 to 15 total links seems to be ideal. These links can include links to multiple forms of content, graphics that are links, links to contact and referral forms, and CAN-SPAM compliance links.
Do NOT use your corporate systems to send e-mail
While it might be tempting to use Outlook or your staffing software to send bulk e-mail, NEVER do it from your corporate systems. Why not? Because if for any reason you get blacklisted (and by the way it requires no proof from the complaining audience to get you blacklisted), you will not be able to get your everyday e-mails through to your clients and candidates until you get off the blacklist.
While getting on a blacklist is all too easy, getting off one takes a lot of work and usually a minimum of 24 to 48 hours. So if you're considering sending bulk e-mail from your in office systems, think about what it might be like if you did not have e-mail access for the next two days or more!
When you keep it short
Keep it short. Keep it simple. Keep it relevant. If you have long copy, like an article to share, only include a quick lead in within the e-mail and drive people to a special website for the full story (kind of like what you are reading right now!).
And if you think we're making this all up ... listen to what other staffing executives are saying
"My last referral e-mail was almost too good... I got over 40 responses, with 15 new people being referred. These people are starting to think of me as a friend... Life could not be any better."
Thomas W. Bradley
"There was a particular client, a software manufacturer, that we had not received an order from since 1997. We continued to send our HaleyMail e-mails to them each month. Just a few weeks ago we got a call from them to place a high level Director of Operations. The client talked with us like we had been friends for a long time. I feel it was a direct result of the Haley Marketing program positioning our company as a high-level executive recruiting/staffing services firm. We were able to fill the position and exceed the client's expectations!"
Gary J. Wilberg
Remember, Haley Marketing can help! Whether you need assistance with direct marketing to get the door open or nurture marketing to keep it open, call on us. We have two new, and very cost effective solutions that can help your business to stand-out, stay top-of-mind, and increase sales.
Just give us a call if you'd like to know more: 1-888-696-2900.