Create automated email outreach campaigns for a higher probability of finding that ideal candidate.
This article unpacks the small changes you can make to have a big impact on the success of your candidate outreach, such as:
- Volume, pacing, and timing of emails sent
- Personalization and making automation feel more human
- Nurture campaigns
As you may know, a drip campaign is a form of outreach consisting of a series of emails that are sent out on an automated schedule.
The primary benefit of utilizing a drip campaign is that you can click a button and let the software send all of your followups for you. All you have to do is sit back and relax— and wait for the replies to roll in.
But before you go afk, there are a couple small tweaks that can make all a big difference for your outcomes.
Implementing these pointers can have a huge impact on the success of your outreach, your open and response rates, and, ultimately, the quality of your hires.
Channel your inner Goldilocks
Make sure your volume is juuuust right.
Your entire campaign should contain at least three drips, but no more than five. Recall that drips in this context just means a single email; one drip is one unique message.
In doing so, your emails are more likely to bypass spam filters and get to the prospect’s inbox. For more advice on increased visibility, check out our comprehensive spam prevention article.
Give them space!
(but not too much)
Each email drip should be spaced no more than 3 days apart. Consider sending email bi-weekly to weekly.
A business-to-consumer (B2C) relationship is comparable to that of a recruiter-to-candidate. Because 67% of B2C companies send an automated email two to five times per month, we recommend a bi-weekly or weekly drip schedule.
Timing is everything
Don’t send your initial email late at night. That is, don’t schedule your campaign to begin after office hours, especially late at night.
Maximize the visibility of your outreach messages by personalizing your messages. In general, your messages should be reasonably informal (think more network-y rather than sales-y).
Formally written emails are likely to be immediately perceived as robotic junk— quickly written off as just another marketing email and immediately ignored. Even an overly formal subject line could deter the candidate from ever opening your email, so try to avoid that.
While this advice obviously can vary depending on your own company culture or personal taste, by setting a more casual tone you make the automated message less robotic and more approachable. Which means that your potential hire is much more likely to respond.
This Hubspot article contains more advice on adjusting automated messages and drafting personalized emails.
When to personalize
The degree of personalization and customization varies depending on seniority, among other factors. In general, a higher position level warrants a more personalized email. Meaning for more senior and advanced positions, you'll want to have some higher degree of personalization. For example, "I really love that you worked on X at Company Y" to demonstrate you have thoroughly reviewed their profile and this is a genuine and worthy opportunity for both parties.
Three unique drips
As mentioned, you should avoid scheduling more than five emails in your drip campaign. The sweet spot is usually three, and here’s why…
Email 1: An introduction wherein you leverage your brand
The introduction should be relatively informal and concise. Leveraging your brand is where personalization comes in.
Email 2: A short and quick “ping”
Assuming you haven’t gotten a response to your first email, this is a “hey just following-up…”
Email 3: The breakup email
I cannot believe they ghosted you on emails 1 and 2! Shady. It’s time to let them know you’re breaking up...by giving them one last chance. This Hail Mary utilizes a bit of reverse psychology that, if done right, can cause your email to stand out to the recipient. There are a lot of breakup email templates and advice articles out there so make it your own (but probably don’t apply this strategy to your personal life).
Drip vs. nurture
This article covered drip campaigns advice backed by our user feedback, but there are many other strategies out there. For example, depending on your circumstances, it may be more effective or beneficial for you to implement a nurture campaign instead.
Whereas drip campaigns are time-based and typically sent across multiple days, nurture campaign messages are typically sent once a month and considered to be emotionally-based. More “friendly reminders” than “follow-ups”.