{"id":9010,"date":"2020-09-14T07:37:00","date_gmt":"2023-06-06T07:37:16","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=9010"},"modified":"2023-06-06T08:56:34","modified_gmt":"2023-06-06T08:56:34","slug":"email-marketing-automation-tactics","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/email-marketing-automation-tactics\/","title":{"rendered":"Email Marketing Automation Tactics Proven To Grow Your Prospect Pipeline"},"content":{"rendered":"\n

Kaleem McGill is a Solutions Architect at Offprem Technology, a consulting company specialising exclusively in Salesforce implementation. He’s also a Salesforce Trailblazer<\/a> and a 2020 Salesforce Marketing Champion<\/a>. This post is part of our Moment Makers series<\/a>, which takes a deep dive into how marketers use technology to build data-driven customer experiences that feel natural, relevant, and right on time.<\/i><\/p>\n<\/p>\n

The words “hiring freeze” imply hitting the pause button on all things related to recruiting. But that shouldn’t be the case at all. Building relationships with strong candidates should still be important even when there are no open roles. You just have to be more strategic about it.<\/p>\n

I learned this firsthand earlier this year when I worked on a staffing company’s candidate services team. The company had implemented a hiring freeze, but they wanted to position themselves to fill open roles as quickly as possible once they could lift it. My digital marketing<\/a> background includes earning a digital marketing certification from Kenzie Academy, attending PepUpTech’s Marketing Cloud Academy<\/a>, and completing two Marketing Cloud certifications, so I have experience creating email customer journeys<\/a> with personalised content that build strong relationships. I drew from that experience to create an email marketing campaign that connected with prospective job candidates.<\/p>\n

Here are three email marketing<\/a> automation tactics I applied to fill our candidate funnel.<\/p>\n

Align your campaign to a clear goal<\/b><\/h2>\n

To kick off the campaign, I worked with the recruiting team to get a clear understanding of their success metrics. The company’s main goal was to build their pipeline with highly interested candidates to pursue once the company lifted the hiring freeze. They weren’t concerned with increasing the pool by a specific number; they just wanted to spend less time on candidates who weren’t yet interested in making a move.<\/p>\n

This context helped me make the best use of Marketing Cloud’s Journey Builder<\/a> to identify those highly interested candidates and share relevant content with them as quickly as possible.<\/p>\n

Customise experiences for each stage of the customer journey<\/b><\/h2>\n

Journey Builder helped us meet the needs of multiple audience groups within a single campaign. For example, we sent a welcome message to prospective candidates and asked them to complete a form to help us gauge their interest in changing jobs. Based on their responses, candidates automatically were sorted into one of three paths:<\/p>\n