According to the State of B2B Email Marketing report, 77% of B2B marketers claim they’re using email marketing to drive visits and sales to their websites. Does it work? Well, the figures certainly wouldn't have been as high otherwise. Email almost always hits the advertising mark, boosting engagement in the process.

It was about time human resources started using it too.

To HR consultants, email marketing offers a powerful set of strategies and tools for staying both relevant and competitive  as well as being in line with the trend of using new IT technology to improve HR. Being effective at virtually every point of the client journey, this advertising technique helps withlead acquisition and nurturing, but also increases conversion and retention rates.

Here’s how to use it, in 5 simple tips.

Make Your Email Content Easy to Read
Nobody likes receiving a marketing equivalent of an essay, so remember to keep your emails short and sweet. Always assume that your clients are busy people with a lot on their plates and in their inboxes. If you expect them to click through your proposal, then you must make it very easy to read.

Use attractive subject lines to spark interest, leverage smart formatting (paragraphs, subheadings and bullet points) to make the content scannable, and close with a compelling CTA to convince them into visiting your website. Double-check your grammar, and opt for a friendly and conversational language.

Add Email to the Omnichannel Strategy
Though email marketing is very powerful on its own, HR consultants could take a hint from their fellow B2C marketers and employ a more comprehensive approach. Omnichannel marketing allows you to communicate with your clients on multiple channels at the same time, thus covering you on all fronts.

Of course, maintaining your presence on all channels at the same time is nearly impossible without some help from technology. It’s where marketing automation comes to the rescue, enabling both quality and quantity. With a reliable tool, you can supercharge any campaign, on any needed channel.

Personalize Your Email Marketing Style
 
Personalization is the most effective tool in any advertising strategy, and B2B marketing is no exception. Your ability to acquire, convert, and retain depends on how much you know the person you’re addressing, and how far you’re ready to go in making them feel like your most valuable client.

Because of that, a generic email can hardly resonate with a recipient. Instead of using a formal voice and speaking on behalf of the entire company, take a personal approach and address your client as you would a dear friend. Stay at the first-name basis, and consult CRM data to personalize your content.

Stick to the Schedule to Avoid Spamming
Marketing automation tools allow you to create an email marketing calendar and schedule your campaigns for a certain time of the day, week, or month. There’s really no need to send out emails every other day, but you shouldn’t wait too long either. One email every other week is the ideal amount.

Also, make sure you have a recipient’s permission to send them emails, or otherwise you won’t only appear as spammy, but as annoying and unprofessional as well. Include an obvious unsubscribe link to every email, so that your subscribers have the option to opt out; if you stay respectful, they won’t.

Provide Only the Best HR Content
As an HR consulting business, you can’t afford to give away all of the trade secrets for free. But, what you can do to make your email marketing campaigns more engaging is provide client generated content that speaks of your business in an objective way. Share positive feedback and success stories.

Alternatively, you can start an email newsletter that offers a sneak peek into your consulting strategies. It can include everything from frequent HR challenges and common solutions to general advice on how to manage resources, processes, and people better. Keep it informational and relevant.

Why Email Marketing Works for HR Consultants?
The omnichannel approach to marketing relies on many digital routes to attract leads and convert them into long-lasting business relationships. Social media, SMS, and email are considered the three pillars of this approach, but they are still not all equally effective for B2B marketers and HR consultants.

While social media and SMS work better for B2C marketers, email thrives when it comes to engaging B2B clients. Because it’s the main digital medium of professional people, HR consultants can leverage it to a great extent. And, if equipped with the right tools, you can benefit from this technique as well.

Use omnichannel and email marketing automation to facilitate the process and analyze your campaign’s performance. For everything else, tap into your HR expertise and CRM data. Together, they’ll help you make your emails engaging and personal, and obtain you a strong competitive edge.