Email is king, as they say. However, we’re actually talking about 94 percent reply rate with cold data.
In this article, we’ll be talking about how to get a 94 percent reply rate. When people don’t know you, straight away, they’ll get a little voice in their heads saying, “It’s impossible because I’ve never had emails perform like that.” Straight off, let’s take that head on. From our podcast, Keith Southern in the UK, most of our clients get between 20 and 70 percent reply rates. The average is 30 to 50, but Keith holds the record at 94 percent.
What you need to make it happen and what you probably want is a system to make it happen. We want to remove the unpredictability—the not-knowing from recruitment. It’s a scary place where you’re not knowing what’s going to happen next. You want predictability.
The actual phrase that Keith used was “turning the tap on and turning the tap off.” We’ve actually got a very short video on our website.
Visit, subscribe, and register at https://recruitmentmarketinginternational.com/
You can get access to the session with Keith. As he says, it’s about turning the tap on, turning the tap off.
If you’ve got a system whereby you know you put 100 units in front of it and you get 20 to 60 or 94 back, you’ve got something that gives you security.
How do we get that? It breaks down into the following by depicting it into a triangle.
The Three T’s for your Recruitment / Search Business Email Marketing
Now, how do we get 94 percent reply rates using these three?
- TemplatesThe templates that we use, we test them. Every time we create a new strategy, we test it for two to three months with two to three clients, sometimes five clients until we’ve got the conversion figures—the templates you use in emailing, if you can send emails out to 10,000 people or 5,000 people, how many open rate and reply rate you can get. Test it and see what your conversion figures are.
Test it again, tweak it, change the title, send it again until you get a higher open rate. Change one element of the actual email itself, you get a better reply rate. When you split test you only change one element, one piece of criteria, otherwise you confuse the split test. A split test is sending out two emails, email A, email B and seeing which one opens better, what’s the highest open rate and which one converts better, as in reply rate. The first thing you must do is create the template and test them. This applies for both clients and candidates.
- Tenacity
Effectively, it means to follow up. With the ability to get a 94 percent reply rate, it includes the follow ups. We send a message to somebody four times, that’s going to spam them. It probably will be if you do it. When we write a template, we write as if we were talking one to one, like you’re talking to a friend, not like you’re talking to someone who runs a business or talking to somebody who runs an HR department or someone who’s looking for a new job. You talk to them one to one.
Remember the first part, the template’s drive through results. The second part is tenacity for the follow up. We send between four and five follow ups which is template driven. So the first template has between two and three paragraphs and the following three to four templates have just one paragraph.
- TechnologyAutomation is king, so we’re using automated processes.
It is the technology we use and the way we’ve created strategies around it due to the changed marketplace. LinkedIn changed and we had to find a way of getting off it. Building up their bases and building up all these cool things by having an automated process to get inbound leads.
Technology works really well, so it gets generally 100 percent deliverability. If you email someone through Mail Chimp, Get Response or Constant Contact, you go through a third party.
You go through someone else’s server, which means when it goes to the inbox of your candidate or your client, it actually flags up. This is coming from ABC, it’s coming from Mail Chimp, so you don’t get that deliverability. What we do is we actually mimic. If you can, visualize yourself sitting in front of your laptop and typing out email one. Typing away and four minutes later, you type out email two, it actually mimics you typing out an email one at a time 5 to 40 times. You get 100 percent deliverability and it mimics you doing the hard work.
The Four Points of Failure or Success on your Recruitment / Search Business
With the combination of the template, which is where we earn our bread and butter, we spend months testing our strategies until they convert. Then we share them so you can create your own process.
There’s only four points of failure and only four points of success with email.
- Where is your data from? Is the data valid? Is it even the correct client, the correct candidate, have you turned your avatar process?
- Is it getting opened?
- The actual content. Are you getting a reply or are you getting a click, whatever your focus is.
- What happens after that? The actual conversion, the conversation.
By easily breaking down every single step in the process, it’s quick to understand what needs to either improve—the conversion, scale, plans. We see businesses scale very quickly from 10K a month to 100K a month.
We see businesses scale inside our inner circle quickly. They work with challenges for three to five years growing their business with us in five phases.
With those four points of failure or success, you can now look at your email strategy and you can now identify what’s working and what’s not. Identify your points of failure, then improve the conversions, which can massively scale your business and your email marketing.
If You’re a Recruitment / Search Business Owner, Remember This
Email still works if you use it strategically.
Four points of failure and the three key drivers—the three T’s.
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