Bullhorn shouts out to database with test

Share this article:

Bullhorn, a software provider for the staffing and recruiting industry, recently used e-mail marketing to increase customer engagement.

On July 14, the firm sent an e-mail inviting recruiters to take an online interactive test, called the Recruiter IQ Series and developed with First Advantage Assessment Solutions, to assess their base of industry knowledge. The e-mail garnered an 18% open rate and a 20% click-through rate.

“Our customers like to be engaged in interactive ways, and to receive offers that have value,” said Joe Cordo, VP of marketing at Bullhorn. “They don't want to receive e-mails just to receive e-mails, they want to receive an offer that is emotionally tied to their business, and they value knowledge about recruiting.”

The e-mail pushing the Bullhorn Recruiter IQ Series was sent to 34,000 names in Bullhorn's internal database, specifically targeting recruiters director level and above in the North American region. So far, the company has reported a 2.6% conversion rate from the e-mails.

“They are sales people who are ego-driven, so we felt that this would be a successful e-mail because they are curious about how they stack up against other people,” Cordo added.

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

The junk removal company trashes the batch-and-blast method and focuses on customer loyalty.

News Byte: Exact Data Strikes a Blow for Clean Email Lists

News Byte: Exact Data Strikes a Blow for ...

The company partners with BriteVerify to offer automatic list cleaning to SMB clients.

Oh, Canada! Five Ways to Deal With the Canadian Anti-Spam Law

Oh, Canada! Five Ways to Deal With the ...

A veteran emailer from the North Country tells U.S. marketers how to navigate the new regulations taking effect on July 1.