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In recruitment, email is your bread and butter. But simply sending emails isn't enough.

To truly optimize your outreach and land the best candidates and clients, you need to track key email metrics.

Metrics provide valuable insights into what's working and what's not, allowing you to refine your approach and maximize your email impact.

Here are the top email metrics recruiters should track.

1. Deliverability Rate

This metric reveals how many of your emails actually reach their intended recipients' inboxes. A low deliverability rate (ideally above 90%) suggests potential issues like spam filtering or outdated email addresses. A good deliverability rate ensures your message has a chance to be seen.

2. Open Rate

This measures the percentage of recipients who open your email. While not a foolproof indicator of engagement, a good open rate (generally between 20-30%) suggests your subject line and sender information are piquing curiosity.

3. Click-Through Rate (CTR)

This metric shows how many recipients who opened your email clicked on a link within the email. A high CTR (around 5-10%) indicates your email content is engaging and the call to action is clear. Analyze which links are clicked most to understand what resonates with candidates.

4. Response Rate

This measures the percentage of recipients who reply to your email. A strong response rate (though it can vary depending on the email's purpose) signifies you're connecting with candidates and prompting them to take the next step.

5. Bounce Rate

This metric reveals the percentage of emails that couldn't be delivered due to invalid addresses or full inboxes. A high bounce rate (ideally below 2%) necessitates reviewing your email lists and removing outdated addresses.

6. Unsubscribe Rate

This measures the percentage of recipients who choose to unsubscribe from your emails. A high unsubscribe rate (ideally below 0.5%) suggests your emails are irrelevant or bothersome. Analyze unsubscribe reasons and adjust your messaging accordingly.

7. Read Rate (if available)

Some email tracking tools offer a "read rate" metric, indicating how many recipients actually opened and read the body of your email. This provides a more precise measure of engagement compared to just open rates.

Tools to help you track your email sending

Built-in Analytics for Email Marketing Platforms

  • Many popular Email Service Providers (ESPs) like Mailchimp, Constant Contact, and Klaviyo offer built-in analytics dashboards. These provide insights into essential metrics like open rates, click-through rates, unsubscribe rates, and bounce rates.

Standalone Email Tracking Tools

  • Yesware: Integrates seamlessly with Gmail and offers real-time notifications when recipients open or click on your emails. It also provides detailed analytics on link clicks, document downloads, and geographical engagement data.
  • Streak: A popular Gmail extension that offers basic email tracking features like open rates and click-through rates. It also boasts robust pipeline management functionalities and team collaboration tools.
  • Mailshake: Offers a comprehensive suite of email tracking and outreach automation tools. Track email opens, clicks, replies, and even identify the best times to send emails for maximum engagement.
  • Mailtrack (formerly MailTrack.io): A simple and free email tracking extension for Gmail and Outlook. See if your emails have been opened and how many times they've been viewed.

Best tips for cold emailing

Here are a few tips to get the best results when cold emailing.

  • A/B test subject lines: Craft compelling subject lines that entice recipients to open your email.
  • Optimize for mobile: Ensure your emails display well on mobile devices where many candidates check their inboxes.
  • Personalize your outreach: Use merge tags to personalize greetings and tailor content based on candidate profiles.
  • Segment your lists: Target specific candidate groups with relevant job opportunities and information.
  • Refine your call to action: Make it clear and compelling for candidates to take the next step.
  • Monitor trends: Track metrics over time to identify patterns and areas for improvement.

By tracking and analyzing these key email metrics, you can gain valuable insights into your recruitment outreach effectiveness.

Happy sending!

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