Branding/Marketing/PR Content Marketing

Why the humble newsletter is still a mightily powerful weapon in your marketing armoury

Written by the Editorial Team

Extra, Extra, read all about it!

In the wake of the GDPR coming into effective, you would be forgiven for thinking that the traditional newsletter as we know it has become extinct. But you couldn’t be more wrong. Newsletters are still an ever-changing, incredibly cost-effective marketing tool that, once utilised, can provide your business with a great opportunity to better engage your target market and, if done right, generate invaluable business leads, too.

Don’t believe us? Well, a recruitment agency client of ours reported placing at least one new candidate every month on the back of the newsletters that we produced for them – that’s 12 placements per year.

Now, if you take the average salary in the UK (£27,600) and calculate the average commission rate charge by recruitment agencies – 15% or £4,140 in this example – then multiply that by 12 months, you will see that that agency earned over £49,000 in additional revenues over the course of a year from their newsletter campaign. You can’t argue with that return on investment!

But this isn’t a one-off and statistics show that people – your clients and candidates – are more receptive to relevant information than ever before. Indeed, eight out of 10 people will exclusively access their email from their mobile phones (emailmonday), while those who keep the email and open it on a different device at a later date are 65% more likely to click-through to your site (campaignmonitor).

So, what can a newsletter do for your recruitment business?

More for your money

Let’s start with cost. The best thing about newsletters is that it’s a form of marketing that will not have you breaking the bank to see results. It’s as simple as setting up a branded template and inputting great content. This could be your latest agency blog, a piece of media coverage you have gained, or a link to the latest guide or whitepaper you have written. Each piece of content will have a call to action that will link back to your site.

Awareness

Your newsletter is a great way of having continued awareness of who you are, what you do and why you are best-placed to help your clients to overcome the hiring challenges they face. Even if the people you are targeting might not have a recruitment need in the here and now, by frequently engaging them with your newsletter you remain front of mind for them.

So, when the next round of hiring comes, it will be you they think of contacting. In the meantime, you’ll see an increase in your click-through rates and you’ll be continuously providing subscriber with latest and relevant updates rather than relying on them to regularly check your website.

Industry leaders

When you include content that is relevant, interesting and helpful you are raising your profile as an agency with its finger on the pulse of what is happening in the sectors your clients operate. This will establish your agency as a true industry leader. It is also a prime place to raise greater awareness of any events or conferences you are attending, this is an opportunity to increase your networking chances with people or businesses from within your market sector.

So, what are you waiting for? Go and get your newsletter started!