ASA Central Network

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  • 1.  Email Newsletter Marketing

    Posted 11-17-2020 10:01

    Greetings everyone! I hope this question finds you all well. My questions today are regarding a marketing strategy which has shown little return on investment. Here at our firm, we possess a diverse pool of marketing methods from social media to Google Ads to radio and also local advertisement. What are your thoughts on email newsletter marketing to clients/prospects as well as to candidates? We have discovered over time a trend regarding those who receive them often delete them upon receipt or they arrive directly in the spam folder never to be seen while a few, from time to time, hit the unsubscribe link. What has been your experience with newsletter marketing and what other strategies do you all use in addition to newsletters but also, if you are believers in that form of marketing, in what ways do you avoid the challenges we are experiencing that were mentioned above? Thanks in advance for your feedback!



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    Donna Dove
    Lead Recruiter
    The CPI Group
    Columbus MS
    (888) 566-8303
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  • 2.  RE: Email Newsletter Marketing

    Posted 11-18-2020 08:29
    Hi Donna,

    Email newsletters, and all email marketing, has its challenges, especially this year. The volume of email being sent has increased more than 20% during the pandemic (source: Campaign Monitor), but despite the volume of email being sent, open rates have actually increased.  I found a really good article on Hubspot's blog with data related to email marketing, and it specifically addresses email newsletters: https://blog.hubspot.com/marketing/email-marketing-stats.

    With B2B email newsletters and email marketing, you can expect an email open rate from 10% to as high as 25% (some outliers get even higher opens). The click through rate typically is 3% to 5%, and again, outliers can be higher or lower. The value of an email newsletter is that it is the lowest cost way to keep your name in front of people, it strengthens your positioning (assuming your newsletter is sharing relevant, educational content), and it can be used to nurture relationships (if you include personal elements in the communication and/or supplement the newsletter style emails with personal notes and eCards).

    As for deliverability, you get the best delivery rates when you send directly from your own Outlook or Gmail account, but don't do that! When you are sending bulk email, you want to use a 3rd party sender to protect your main email domain from any spam complaints. Complaints can get the sender's domain "blacklisted," which effectively blocks email delivery until you get off the list. If you use a 3rd party sender, that company has to manage the spam complaints and your business is not at risk.

    So how do you improve delivery and get more people reading your newsletters?

    • Setup SPF and DKIM records. These ensure the 3rd party sender has permission to mail on your behalf.
    • Build a permission based email list - people who want to receive your emails.
    • Make the topics relevant to issues your clients and candidates are facing.
    • Mix up HTML (graphical) emails and plain-text. Plain text often gets a higher response. HTML is better for branding.
    • Encourage people who don't want your emails to opt-out. Better open rates actually help improve deliverability.
    • Constantly build your email list. The bigger and/or more targeted the list, the better the ROI from email marketing. I recall a client of ours who had one sales rep in Allentown, PA that personally built a contact list of 3,000+ people in 10 months. All permission based email, and he exceptional response!
    One last idea. Sometimes the best value of an email newsletter is when you use it one-to-one as part of your sales efforts. For example, let's say your company sends out a newsletter this week. Next week, you could personally follow up with your top prospects and clients to re-share the entire newsletter, point out a key piece of content in the newsletter, or even drop off a printed copy of one of the articles (at least once we get back to in person selling!). The idea is to have salespeople and recruiters leverage the newsletter content to create conversation starters for sales calls. Having a topic to discuss or intriguing lead in for sales calls can be invaluable!

    If you find it helpful, here is our Guide to email Marketing: https://www.haleymarketing.com/resources/email-marketing/

    Regards,
    David

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    David Searns
    CEO
    Haley Marketing | 888.696.2900
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  • 3.  RE: Email Newsletter Marketing

    Posted 11-20-2020 11:57
    David,

    Thank you for taking the time to respond! We will be taking all of your input into consideration moving forward. Thank you for your time!

    Best Wishes!
    Donna Lang

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    Donna Dove
    Lead Recruiter
    The CPI Group
    Columbus MS
    (888) 566-8303
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  • 4.  RE: Email Newsletter Marketing

    Posted 11-18-2020 09:55
    Hi Donna,

    When I read your post my first thought was, "is the email content relevant to the receiver"? Could this be a factor in why people are deleting or unsubscribing? 

    My experience in managing email campaigns for a staffing company and executive search firm receives above average open and click rates. The campaigns also drive website traffic, job applications and referral submissions, to name a few. 

    Idea for consideration. If you have already created Job Candidate and Client Personas and know what your target audience looks like, build an integrated campaign around content discovery. Example, you mention being active on social media. You could conduct polls asking about content preferences. In your next email campaign, you could include a survey about content. In addition, review past campaign click rate data to get more insight on content preferences and build on that. 

    There's a number of ways to tackle this; these are just a few. All the best to you!

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    Joan Starszak-Pajari
    Senior Marketing Specialist
    ABR Employment Services
    Madison WI
    (608) 268-2271
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  • 5.  RE: Email Newsletter Marketing

    Posted 11-20-2020 11:56
    Joan,

    Thank you for your response! We greatly appreciate your input and will be taking your response into consideration moving forward. 

    Best Wishes!
    Donna Lang

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    Donna Dove
    Lead Recruiter
    The CPI Group
    Columbus MS
    (888) 566-8303
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  • 6.  RE: Email Newsletter Marketing

    Posted 11-18-2020 11:27
    Edited by Jay Mattern 11-18-2020 11:26
    I certainly agree with David here on the "how." And he's spot-on with the fact that we are all getting bombarded with newsletters, emails and other digital solicitations. Just look at your own inbox! That makes it much harder to break through the clutter and provide valuable content. I would suggest that you consider your program through several additional filters:

    • What is your expectation on "return on investment?" Is it reasonable given David's data on open rates and click throughs? 
    • How long has your email marketing program/campaign been active? Have you given it enough time to provide proper validation?
    • Have you polled your key clients and employees to determine what types of content they would fine particularly interesting and of value? How might that affect the future content of your mailings?
    • Can you support your email marketing efforts with posts and content on social media? Invite them to sign up for your newsletters. Provide excerpts of some of the content you are publishing in them. Use your marketing savvy to draw new subscribers to you.

    If it were easy everyone would be doing it. Stick with it and be open to ongoing adjustments where a small improvement could make a significant impact in results.

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    Jay Mattern
    CEO
    TerraFirma Marketing
    South Bend IN
    (574) 213-3855
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  • 7.  RE: Email Newsletter Marketing

    Posted 11-20-2020 11:54
    Jay,

    Thank you so much for your response! We will be taking your questions into consideration moving forward. Your time is greatly appreciated!

    Best Wishes,
    Donna Lang

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    Donna Dove
    Lead Recruiter
    The CPI Group
    Columbus MS
    (888) 566-8303
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  • 8.  RE: Email Newsletter Marketing

    Posted 11-19-2020 09:10
    Hi Donna,

    We have recently started sending newsletters to both candidates and clients and have actually had a lot of success with it! We use Emma (Campaign Monitor) and being able to track who is clicking on what in the newsletter has been a game-changer. For our candidate newsletter we include our "Hot Jobs" and are able to see who clicks on the "Apply Now" button, we then have our recruiters reach out to these people directly. Our October newsletter had 225 candidates click on Apply Now. For our client newsletter, we include relevant articles and company updates. We go through who clicks on those and use it as an opportunity for our sales team to follow up with them- I see that you clicked on XXX in our newsletter let's talk about that and what your needs are right now, etc.

    I hope this helps!

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    Ashleigh Anderson
    Digital Marketing Specialist
    Graham Personnel Services
    Greensboro NC
    (336) 288-9330
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  • 9.  RE: Email Newsletter Marketing

    Posted 11-20-2020 11:52
    Ashleigh,

    Thank you so much for your feedback! We greatly appreciate you taking the time to respond and will take your suggestions into consideration for the future.

    Best Wishes,
    Donna Lang

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    Donna Dove
    Lead Recruiter
    The CPI Group
    Columbus MS
    (888) 566-8303
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