Despite the rise of social media and the constant chatter about ’email is dead,’ it remains a powerful and reliable channel for reaching professionals. Studies consistently show that email marketing boasts significantly higher ROI than social media. However, cutting through the noise is the real challenge.
For recruiters, the average open rate for prospecting emails hovers around a discouraging 7-9%, which can significantly hinder the recruitment process. For every 100 emails you send (each taking valuable time to craft), only a handful will ever be opened, this translates to hours of effort with limited results.
Why is this the case? Primarily, because most prospecting emails fall short. Take a look at your own inbox – the sheer volume of generic, irrelevant emails you receive daily is a testament to this.
What to Consider
To help you improve your prospecting game, let’s explore the most common pitfalls and how to avoid them to achieve higher open rates and meaningful engagement.
1. Your subject line is boring
According to recent studies, a compelling subject line is crucial for email success. In fact, data suggests that over 30% of recipients decide whether to open an email based solely on the subject line. You’re competing for attention in an inbox that’s likely overflowing with messages. Your subject line is your first, and often only, chance to make an impression.
Is your subject line personalised, engaging, and (if appropriate) conveys a sense of urgency? Carefully consider your target audience. Who are you emailing exactly? What resonates with them?
Craft a subject line that intrigues, excites, or even slightly shocks the recipient. A generic or overly salesy subject line is a surefire way to land in the junk folder.
2. Your email isn’t personalised
Relying on generic recruiting email examples and templates without proper customisation can lead to disastrous consequences. Imagine addressing the wrong person in the subject line or, worse, forgetting to replace the ‘[insert name here]’ placeholder!
Research shows that personalised emails significantly improve response rates. Candidates are more likely to engage with your brand when they feel seen and valued from the point of initial contact. Personalisation can boost click-through rates by up to 14%.
Always proofread carefully and double-check every detail. Ensure you’re contacting the right person and that their name is spelled correctly. Your candidates and clients are individuals, not just data points. Avoid the lazy auto-pilot approach and treat each interaction with the care and attention it deserves.
3. You talk about yourself way too much
Many prospecting emails focus on the recruitment agency – its accolades, experience, and unique approach. While these aspects are important, they often fail to capture the attention of potential candidates.
Neuroscience tells us that the word ‘you’ is incredibly powerful. Our brains are hardwired to respond to information that is directly relevant to us. Instead of focusing on your agency’s capabilities, shift the focus to the recipient. What are their challenges? What are their needs and desires? Just because there’s a job opening does not mean you need to bore them with vague job details or a job description – instead keep it personal and focussed.
By addressing their specific concerns and demonstrating how your services can help them achieve their goals, you’ll increase the likelihood of engagement and build stronger, mutual connection.
4. You don’t write for your target audience
Just as important as personalisation is the overall tone of your email. Job searching and agency engagement can be stressful experiences. The tone you establish in your initial outreach can significantly impact the connection you build.
Consider your audience: are you targeting Gen Z, Millennials, Gen X, or Baby Boomers? Each generation has distinct communication preferences and values.
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Gen Z: Value authenticity, directness, and visual communication.
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Millennials: Appreciate personalisation, transparency, and a focus on work-life balance.
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Gen X: Respond well to concise, professional communication and a focus on results.
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Baby Boomers: Value respect, experience, and a focus on long-term relationships.
By understanding your audience and tailoring your tone accordingly, you can build rapport and increase your chances of a positive response to secure the best candidates.
5. Your email is too long
In today’s fast-paced world, attention spans are shorter than ever. Your prospecting emails need to be concise and impactful to capture the recipient’s attention.
Get to the point quickly. Avoid lengthy introductions and focus on delivering value upfront.
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Grab their attention: Start with a compelling fact, statistic, or industry trend relevant to their role or company.
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Clearly state your purpose: Clearly articulate your request or the value proposition of your message.
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Be concise: Omit any information that doesn’t directly benefit the recipient.
Remember, your goal is to respect their time and demonstrate that you understand their busy schedule.
6. Your email isn’t optimised for mobile users
Did you know that over 60% of emails are now opened on mobile devices?
Mobile-friendliness is crucial for email readability. Avoid large image files and lengthy paragraphs as they can be difficult to view on smaller screens and make sure that all links are clearly visible and easy to click.
When composing emails, especially those intended for candidates (who are more likely to be checking their personal email on mobile), prioritise a mobile-first approach.
7. Your call-to-action is too vague
Your call-to-action (CTA) is crucial for driving engagement. It should be clear, concise, and compelling to encourage the recipient to take the next desired step, whether it’s replying to your email, scheduling a call, or requesting more information.
P.S. Add a P.S. note with something important included: it draws eyes straight to it (and there’s an example of how to do it!). For example:
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P.S. I’m available for a quick 15-minute introductory call next week. Would you be open to a brief chat?
8. You give up after the first email
In today’s fast-paced environment, it’s easy for prospecting emails to get lost in the shuffle. They might be overlooked, accidentally deleted, or simply not relevant at that moment. Don’t let your potential opportunities slip away. Proactive follow-up emails are essential. If you keep up to date with clients and candidates, your competitors will.
To achieve optimal results, implement a multi-email prospecting sequence instead of relying on a single email. Studies have shown that campaigns with 4-7 emails in a sequence generate significantly higher response rates compared to those with just 1-3 emails. A well-crafted email sequence allows you to nurture leads effectively, build relationships gradually, and increase the likelihood of engagement.
By carefully addressing these common pitfalls and implementing these best practices, you can significantly improve your email prospecting results. Craft compelling subject lines, personalise your messages, focus on the recipient’s needs, and optimise your emails for mobile devices. Remember to follow up strategically and build strong relationships through well-structured email sequences. By investing time and effort in crafting effective prospecting emails, you can stand out from the competition, build meaningful connections, and achieve greater success in the recruiting process.
Leveraging Eclipse to Improve Email Prospecting
Recruitment prospecting emails are only as effective as the tools used to send, track, and optimise them. While following best practices in email writing is essential, leveraging Eclipse Recruitment Software can drastically improve engagement rates, response times, and overall success in attracting top talent.
Eclipse Recruitment Software streamlines and enhances the email prospecting process by offering a range of features tailored to recruiters’ needs. This software enables recruiters to send personalised emails at scale, track engagement, and automate follow-ups, ensuring no potential candidate falls through the cracks. Here’s how Eclipse can make a difference:
1. Email Automation & Personalisation
One of the biggest hurdles in recruitment emailing is balancing personalisation with efficiency. Manually crafting every email is time-consuming, but generic bulk emails yield poor results. Eclipse allows you to automate email sequences while integrating personalised fields like the candidate’s name, job title, and relevant experience. This ensures that every recipient feels individually addressed without requiring excessive manual effort.
2. Performance Tracking & Analytics
Eclipse provides detailed insights into email performance, including open rates, click-through rates, and response rates. These metrics allow recruiters to fine-tune their subject lines, email content, and follow-up strategies based on real-time data and important details rather than guesswork. If a particular email template is underperforming, adjustments can be made to increase effectiveness.
3. Follow-Up Scheduling
As discussed, one of the biggest mistakes recruiters make is giving up after the first email. With Eclipse, follow-up emails can be scheduled automatically, ensuring candidates receive timely reminders without recruiters having to manually keep track of each interaction. A well-structured follow-up sequence significantly increases the chances of a response.
4. Compliance & GDPR Considerations
Sending recruitment emails requires careful adherence to GDPR and other data protection regulations. Eclipse helps ensure compliance by managing candidate consent, securely storing communication records, and providing opt-out options. This protects both the recruiter and the agency from legal complications while maintaining a professional approach.
5. Integration with CRM and ATS Systems
Eclipse seamlessly integrates with Applicant Tracking Systems (ATS) and Customer Relationship Management (CRM) platforms. This integration allows recruiters to access candidate histories, track previous interactions, and send targeted emails based on a candidate’s profile, reducing redundancy and improving engagement.
Choosing Eclipse for Your Recruitment Needs
Eclipse Recruitment Software offers robust email functionalities that help recruiters engage with top talent more effectively. With features like automation, analytics, compliance tools, and seamless ATS/CRM integration, Eclipse is a powerful solution for agencies looking to enhance their email prospecting efforts.
By combining recruitment best practices with Eclipse’s advanced tools, agencies and recruiters can transform their email prospecting efforts, achieve higher engagement rates, and ultimately secure the best candidates faster and more efficiently.
