April 23, 2024

How to craft winning emails that attract candidates

John Kim

Co-founder @ Paraform

In this blog

Understanding the importance of email open ratesWhy most subject lines fail to grab attentionThe best subject line examples for recruitersBuilding Sender ReputationTest and analyze

In the cutthroat world of recruitment, standing out in a crowded inbox is a daunting task. With the average recruiter sending out hundreds of emails a day, it's no wonder that most of them get lost in the noise, never to be seen or heard from again.

In this post, we'll dive into the strategies and techniques that top recruiters use to craft subject lines that are hard to ignore

Let's get into it.

Understanding the importance of email open rates

The open rate is a critical metric that indicates the percentage of recipients who open your email out of the total number of recipients.

A high open rate signifies that your subject lines and sender reputation are resonating with your audience, while a low open rate may indicate that your emails are being ignored or marked as spam.

Why most subject lines fail to grab attention

The subject line - the ultimate gatekeeper of email opens. It's the first impression, the first hurdle, and often the first casualty in the battle for a candidate's attention.

Yet, so many recruiters fall into the trap of crafting subject lines that are dull to their core. "Job Opening: Marketing Manager" or "Check out our latest opportunity" - yawn.

They don't pique curiosity, they don't create a sense of urgency, and they don't speak to the recipient's interests or needs. In fact, they're often so generic that they could be applied to any job, at any company, in any industry.


By crafting subject lines that are personalized, relevant, and attention-grabbing, you can break through the noise and get your email opened - and read - by the people who matter most.

How to craft compelling subject lines

• Be clear and concise: The subject line is your first impression and should clearly communicate the purpose of your email concisely. Avoid ambiguity and get straight to the point to capture recipients' attention quickly.
  
• Create intrigue or curiosity: Spark curiosity by teasing intriguing information or posing thought-provoking questions in your subject line. This can compel recipients to open the email to satisfy their curiosity.
  
• Personalize at every turn: Personalization can significantly increase email open rates. Include the recipient's name or reference-specific details relevant to them to make the email feel more tailored and relevant.
  
• Highlight the benefits: Clearly communicate the value or benefits recipients will gain by opening your email. Whether it's an opportunity, offer, or valuable information, make it clear why they should take the time to read further.
  
• Use action-oriented language: Encourage recipients to take action by using verbs that prompt them to act. Whether it's to read, respond, register, or take advantage of an offer, make it clear what action you want them to take.
  
• Create urgency: Leveraging urgency or scarcity can prompt recipients to act quickly. Use language that conveys a sense of urgency or scarcity, indicating that the opportunity is limited or time-sensitive.

The best subject line examples for recruiters

Personalized subject lines

"Exciting Opportunity Awaits, [Candidate's Name]!"
"Hey [Candidate's Name], Your Dream Job Is Calling"
"Join Our Team, [Candidate's Name]—We Want You!"

Job specific

"New Job Opening: [Job Title] at [Company Name]"
"Interested in [Job Title] Opportunities? Let's Chat!"
"We're Hiring: [Job Title] Position Available Now"

Highlighting benefits or opportunities

"Unlock Your Potential: Join a Fast-Growing Team"
"Take Your Career to New Heights with [Company Name]"
"Grow Your Skills and Advance Your Career at [Company Name]"

Referral or Recommendation

"Recommended by [Mutual Connection]: Exciting Job Opportunity Inside"
"Your [Connection's Name] Thought You'd Be a Great Fit for This Role"
"Referral Opportunity: [Job Title] Position at [Company Name]"

Question-based subject lines

"Ready for a New Challenge? Explore Opportunities at [Company Name]"
"Looking for Your Next Career Move? Let's Discuss!"
"Want to Take Your Career to the Next Level? Let's Talk"

FOMO

"Limited-Time Opportunity: Apply Now Before It's Too Late!"
"Don't Miss Out on This Exciting Career Opportunity"
"Act Fast: Exclusive Job Opening Just for You!"

Building Sender Reputation

A positive sender reputation signifies you're a trustworthy source. It's like a digital handshake with email providers (like Gmail, and Outlook) that determines whether your emails land in inboxes or get relegated to the spam folder.

Emails from senders with a good reputation are more likely to bypass spam filters and reach recipients' inboxes.

This translates to better communication, higher engagement, and a stronger return on investment for your email marketing efforts.

Here's how to build your sender rep:

• Use a recognizable sender name: Choose a sender name that recipients will recognize and trust. Avoid using numbers or long email usernames.
• Maintain consistent sending practices: Establish a consistent sending schedule and frequency to build trust with recipients. Erratic sending patterns or excessive email volume can harm your sender reputation and decrease open rates.
• Deliver relevant content: This goes without saying, but focus on delivering content that is relevant, valuable, and engaging to your audience. Tailor your emails to address recipients' interests, preferences, and pain points to increase engagement.
• Optimize Email deliverability: Pay attention to email deliverability best practices to ensure that your emails reach recipients' inboxes. Avoid using spammy language, monitor bounce rates, and maintain a clean email list to improve deliverability.

Test and analyze

Experiment with different subject lines to see what resonates best with your audience. Test variables such as tone, length, personalization, and urgency to identify the most effective subject lines.

Also, Track email open rates, click-through rates, and other key performance indicators to gauge the effectiveness of your email campaigns. Use data-driven insights to optimize future campaigns and improve results.

By incorporating these tips outlined in this post, you'll be able to cut through the noise and grab the attention of even the most discerning candidates.