Drip Campaigns: The Secret to a Steady Flow of Top Talent

There are many ways to engage in continuous marketing to reach potential candidates. Email marketing is one of the most popular forms of marketing outreach as it allows you to automatically send personalized information to a targeted audience. Drip campaigns are nothing new in the recruitment marketing world, but they are incredibly useful in helping you achieve consistent touchpoints with your candidate pool. In this blog, we will provide you with a few tips on how to build a successful drip campaign.

#1: Automate your email marketing.

Automating your email marketing will save you significant time and can help you avoid unnecessary errors. There are many marketing and sales software options, but often your ATS/CRM will include this functionality. NAS ACTIVATE CRM, allows you to contact and market your organization and opportunities to individuals who opt in for communications through your Talent Network or other methods through both email and text campaigns in one centralized location. Learn more here.

#2: Don’t let your subject line be an afterthought.

The first email of your drip campaign should align with your employer brand and provide personalized messaging that resonates with your target audience. It’s important to grab the recipient’s attention with a catchy subject line that entices them to open the email and engage with your content. Ideally, your subject line will be short but informative. Try to avoid generic subject lines that don’t set you apart from the hundreds of emails flowing into their inbox. Instead, consider personalizing the subject line by using automated software that allows you to create formulas that insert the recipient’s name into the subject line. If this option isn’t available, focus on creating punchy, quick copy that will catch their attention.

#3: Make sure you edit your list of recipients.

It’s no secret that people don’t like excessive communication, especially emails. With drip campaigns, it’s important that you review your recipient list and remove those who are unengaged, request removal or have completed the desired action. If a recipient has already completed an application or signed up for an event through a previous email, don’t clog their inbox with emails asking them to complete the same action. Instead, automate a separate drip campaign or workflow that aligns with their actions and assign them to that campaign. For example, if you’re hosting a hiring event and a candidate signs up successfully, transition them to a list that will receive event reminders.

#4: Measure your results and make the necessary adjustments.

Measuring the results of your drip campaign is crucial to ensure you are optimizing your marketing efforts and candidate reach. It allows you to see what you can improve or change so that your next campaign sees even better results. When looking at KPIs for drip campaigns, you want to focus on the following:

• Open rate – How many recipients are opening your emails?
• Click-through rate – How many recipients are clicking the link(s) in your emails?
• Unsubscribe rate – How many recipients are unsubscribing from your emails?
• Conversion rate – How many recipients are converting to applicants? This is important if you send direct links to job postings.
• Response rate – How many recipients are responding to your emails? This indicator is only useful if your CTA requires a direct response.

NAS can help you keep your talent pipeline flowing.

NAS is a full-service recruitment marketing agency with over 75 years of experience. Our team of experts is here to help you build successful recruitment marketing strategies and more! Contact us today to learn more.

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