Email nurturing campaigns are one of the best ways to convert your prospects. They're also a great way to build relationships and trust with your customers over time. But like all good things, there's a right way and a wrong way to do them. If you're not careful, it can be easy to lose that warm feeling that comes from building relationships with someone over time and go straight into sales mode. This is exactly what I see most companies do when they launch email nurture campaigns!
Recruiting is all about convincing potential employees that your company is the best place for them to work. You might have great perks, but if potential employees don't know about them or can't easily find information about them, you're missing out on opportunities to sell yourself. A nurture campaign can get the word out about these benefits in a way that's easy for potential employees to digest and remember. Here's how:
Create a separate email for each benefit
Each of your benefits is different, and you want to send emails that are tailored to each one. The first step is creating a separate email for each benefit. This will give the emails more personality and professionalism, because it’s less likely that users will receive redundant messages about topics they already know about or don’t care about.
Separate the emails into 3 groups:
- Health and wellness
- Time off
- Saving for the future
Once you have a list of people who aren't looking for jobs, use LinkedIn to find out which ones might be interested in your organization.
LinkedIn is the most popular social network for business professionals and has become synonymous with professional networking. Whether you're an employer looking for new employees or an employee seeking a new job opportunity, it's important to understand how to use LinkedIn effectively—especially if your company uses this channel as part of its recruiting strategy.
The first step is setting up a profile or account on LinkedIn and connecting it with your other accounts like Facebook, Twitter, Google+ etc., so that when you create an ad or post content on these platforms they can cross-promote each other automatically without doing much extra work on our end!
Each group of emails should include at least one email from target persona
- Use a real person's name, not a fake name.
- Use a real person's photo, not a stock photo.
- Use a real person's job title, not a fake job title.
- Use a real person's company, not a fake company.
Email length should range from 100 to 300 words
If you write too long, people will not read it, and if you write too short, people will not get the point. Your emails should be about the benefits of the perk and what value it has for them (e.g., "You'll have access to credentials that can help you grow your career!").
The key here is brevity! You don't want your email content to feel like a novel or even an essay; keep it light and easy-to-read so your audience can digest everything in one sitting without losing interest halfway through their day.
Email Nurture Campaign Examples:
- Top 10 Reasons Why Your Business Should Use Email Nurturing
- The 5 Habits of Highly Successful Small Businesses
Make each email general enough to work for many different audiences
You want to make sure that each email is general enough to work for many different audiences. Your emails should be friendly and welcoming, but also professional. The best way to do this is by using a tone that is conversational, approachable and easy-going.
Write 3-9 emails that cover each benefit of your company's perks
- Include a link to the landing page where people can sign up for benefits and receive updates about other programs.
- Send these emails out once or twice a week, based on how often employees need the information and how long it takes to complete an action item.
The problem that I see with most email nurture campaigns is the sales pitch
When it comes to email nurturing, sales pitches are a bad idea. This is because they don't offer value and they're too early in the relationship. The best way to approach an email nurture campaign is by providing value for your audience through educational content, which will help build trust and credibility in your brand.
Most companies feel like they need to pitch the prospect right away, and it just doesn't work
When building a relationship with a new prospect, you don't need to sell right away. Instead, focus your marketing efforts on providing valuable content and education. From there, they'll be much more likely to see you as an expert worth trusting—and from there, trust can often lead to sales.
Here are some ideas for how you can use nurturing campaigns in your own business:
- Provide free consultation
- Offer a free ebook or webinar
- Create an automated drip campaign that emails prospects regularly with tips on how they can improve their business
Let's look at an example of a good email nurture campaign details to not miss out on!
First, you should know that the most important principle for any kind of email marketing is to be helpful. Your customers don't want to get pitched on your product or service right away—they want to feel like you're being helpful and offering them something of value upfront.
So how can we do this? Well, there are several ways:
- You could include helpful tips, tricks and best practices that will help them use whatever it is they're purchasing more effectively (in this case, software). This way you're giving them information that they can read once and then come back to when they need it later down the line without having to go through all the trouble of searching around online for it themselves;
- You could send them interesting stuff related to what they've bought from you before (i.e., if someone buys something from Amazon's marketplace, then Amazon might send them a link with all sorts of other items which might pique their interest);
- You could send them freebies or discounts on other products from within your company's portfolio; or
- You could ask questions about their experience with both your product/service as well as other competitors out there in order find out what else needs improving upon before making another purchase decision again next time around!
If you want leads to pick up the phone when you call, teach them something valuable first
If you want leads to pick up the phone when you call, teach them something valuable first. If they aren't interested in learning, they're not going to be interested in what you have to sell. But if they learn something that could help their business or personal growth, then it becomes easier for them to trust that working with you would be worth their time and energy.
Teach your prospects something valuable before pitching them
The best way to get someone's attention is to teach them something valuable before pitching them. They'll be more likely to take your call or sign up for a free consultation with you.
So what kind of email campaign should you send? A good example might be an email that teaches people how they can use social media effectively and efficiently, or a guide on how they can write better emails.
You don't have to make it complicated — just make sure that it's relevant and useful for your target audience.
It's time to take a new approach to your email nurturing campaigns. Remember that the goal is to teach your readers something valuable before you hit them with your sales pitch. When you do this, they'll be more likely pick up the phone when you call or sign up for a free consultation with you.
We hope the information above is helpful to you as you create a nurturing campaign for your company’s recruiting efforts. Nurturing campaigns are a great way to keep in touch with past applicants and potential candidates, as well as get them excited about joining your team. The key to success is being consistent—and that means sending out at least three emails per group every month!
Please refer to our previous blog posts for more information regarding Recruitment, ATS, Hiring and so on!