When producing an effective marketing campaign with emails, marketers, advertisers, and sales representatives often focus too much on the click-through rate. While CTR is an important metric, it is not the end-all-be-all to evaluating your email campaign’s success.

Think of your email as a series of events leading to one another. Before you get someone to click-through to your website, there are two additional steps the reader needs to take. First, you need to grab their attention and entice them to open your email. Secondly, the recipient needs to actively read and engage with the email. If you achieve these two goals, your readers are much more likely to click-through to your website and continue consuming your content.

Here are our top five tips to keep your subscribers active and interested in your email content.


Consider your target audience and think strategically about how to best schedule your email blasts to optimize your open rates. For example, if you’re targeting the average adult with a 9-to-5 job (like MassLive Media Group does with our Digital Media Insider), you want to reach them as they are filtering through their emails, but you don’t want your email to get buried and passed off as junk. Historically, we’ve found that the sweet spot is 9 – 10 a.m. By this time, the reader has had enough time to read, respond, file, and delete a majority of their mail once they arrived at work for the day.

Choosing your day is just as important as the time—shoot for the middle of the week (Tuesday – Wednesday). Sending mid-week can mean that your audience isn’t overwhelmed by all of the emails that come through over the weekend, but they haven’t checked out on Friday yet. Depending on who your emails are being sent to, you might find other days or time are more beneficial. For example, if you’re targeting new stay-at-home parents, try sending mid-afternoon, once the kids are taking their naps, when many moms or dads may have time to sit down and go through emails.

Subject Line.

Now that your email is reaching your subscribers at the right time, you need to hook them with a catchy subject line. Think of your subject line like an article headline—if the headline is lackluster, you’re less likely to continue reading. Best practice is to make your subject line concise, direct, topical, and creative or something that generates curiosity or incentive to open. In a way, your subject line is going to be a call-to-action, that action being opening the email.

Stay Consistent, But Not Repetitive.

Keep a set schedule when you send out emails. Your readers will be more open to receive your emails routinely rather than in a sporadic fashion. Also, stay topical and varied. You don’t want to consistently reference old information, events, or offers, and you don’t want to send out the same content over and over. People may open your email, but they’ll recall a message they’ve already seen, and possibly delete the message. Mix up your content and keep it fresh!

Comply with the CAN-SPAM act.

If things get really bad, you could be marked as spam, swiftly diminishing the integrity of your lists. The best way to avoid this is to comply with the CAN-SPAM Essentially, you want to be open and honest. Don’t use false, misleading or deceptive language in your subject or email body. Be sure to include an unsubscribe link and be candid about who you are and where you’re located. It’s best to also make sure you’re not using spam trigger words like “FREE” or “SAVE” or “HELP” (especially when in all-caps). Use of exclamation points or dollar signs could seem like a phishing email to some readers as well. One other technique is to include a plain-text version of your email within your marketing-automation software for each send. That way if your recipient chooses to not view their e-mail in HTML, they will still be able to continue reading your message, without all the confusing code.


An important rule of thumb is to make sure your emails are responsive. This way, they render well on different types of devices like smartphones, tablets and computers. However, testing is necessary! Your email won’t look the same on each device, platform, email provider, or operating system. Depending on how your subscribers view their email, it could distort the way your email looks. This is mostly unavoidable, but you can debug this by thoroughly testing your email message on desktop, mobile, and tablet, and even several different types of each device.

Try sending your email test to multiple email servers, like Gmail, Yahoo, and AOL. Check all links, make sure text isn’t overlapping images and again, be sure to include an unsubscribe link. One other recommendation is to not include any crucial information in an image. It may be fast, easy, and at first seem like a great way to make sure your content is consistent. However, you are running the risk of many of your users having images turning off in their e-mail. They may see x’d out images in the email. Therefore, are more likely to unsubscribe or report you as spam. Taking the time to test all of these little details will pay off as more of your audience will actually read and engage with your content.

MassLive Media Group has the in-depth technology to properly test and send emails to your desired audience. Learn how to kick-start your effective email campaign today.


Manufacturing Recruitment Strategy

Worker shortages in manufacturing industry is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce is nearing retirement age. For manufacturers, building and maintaining a robust and skilled talent pool is key for both short-term and long-term hiring success.

Recruitment Marketing as a Relationship Builder, Not Just Candidate Sourcing

Don’t wait to be present until a position is open – consistently position your brand in front of both passive and active job seekers. Consistent branding creates a talent pool who is familiar with your company, benefits, culture and therefore more likely to consider you when looking to make a career change. Top of the funnel marketing tactics such as video and display make your brand presence known.

Build A Connection By Understanding Your Best Potential Candidates 

Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly content with job seekers, to communicate your company story and to welcome them into your culture with a personalized approach. Seek out a recruitment marketing partner with a deep data bench, capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.

Enhance Your Job Board Presence with Display & Video

Placements on job boards are effective in reaching those actively seeking a position. However, other traditional marketing methods like targeted display and video allow companies to share their full story. More visual formats let prospective candidates see your benefits and experience your culture. Both elements that can cause them to choose you as their next employer – over your competition.


Healthcare Recruitment Strategy

A growing aging population, pandemic burnout and a ramp up of traveling nurse opportunities have put a strain on healthcare recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility standout in this mad dash for employment?

Invest in the Community You Serve

Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization top-of-mind. Not only will these positive associations bring your organization front and center, it will also generate positive word of mouth among the community – reaching friends and families connected to potential candidates.

Showcase Company Culture

Give a glimpse of what its like to work at your organization on any given day. Show the people who work there, the halls to be walked and the benefits to be had. Video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees lend authenticity to your showcase.

Replenish Talent Pools with New Grads

New graduates are critical in helping to fill staffing gaps and to replenish talent pools. Utilize highly targeted strategies to reach new graduates, while still on campus, where they are spending their time. Hyper local mobile targeting puts your organization front and center among soon-to-be-graduating adding you to their consideration set for post-graduation employment.


Education Recruitment Strategy

Like most categories of business, education providers are facing faculty and staff shortages. Finding experienced and passionate educators and faculty continues to be a challenge. Education institutions should look beyond salary and benefits to larger strategies to drive interest and applications for the upcoming school year ahead.

Build Your Talent Pool with Year-Round Strategy

Primary education recruitment season begins at the end of the previous school year, with many schools starting from scratch every year. Establishing a year-round recruitment marketing strategy, allows you
to reach faculty and staff considering a change throughout the school year, adding them to your talent pool as the year progresses. Having a year-round plan also puts your institution front and center, outside of the more cluttered traditional recruitment period.

Utilize Your Community As A Recruitment Tool

Your community has the potential to be a unique selling point for your institution. Consider highlighting the quality of life – showing prospective employees the community you serve. Community events, local activities, cost of living and more can have pull over prospective employees looking to make a move or to enjoy a way of life your community offers. Partner with local events, local organizations and even your convention and visitors bureau to generate content about your community.

Job Fairs Help Build Awareness of Your Institution

Passive and Active job seekers join job fairs to learn more about prospective districts and institutions. By merely being present, among your competition, you can ensure that your district or institution is in the consideration set for educators looking to make a career move. Both in-person and virtual career fairs provide additional visibility and awareness for your institution.


Warehouse Recruitment Strategy

Warehouses are experiencing unprecedented growth thanks to a shift towards online shopping. As growth continues and timely shipping remains critical, warehouses face a continual shortage of workers.

Tout the Benefits That Make You Stand Out

Warehousing jobs are not historically known for good benefits and upward mobility. With changing demand and increased competition, more warehouse companies are adding long-term benefits and job training to their offerings. As an employer, tout benefits like 401Ks, employer matching and paid training as part of new hire packages. Talk about your openings more as long-term careers vs. short- term or holiday employment for additional appeal.

Get Connected In the Community

Grassroots community efforts and word of mouth tactics still hold strong in warehousing recruitment. Sponsoring local community events and job fairs raises brand awareness in the community, spreads positive sentiment about your organization and jump starts word of mouth. This simple activation makes your organization more likely to be noticed by potential job seekers and considered as a stable, future local employer in a future job search.

Local Jobs, Local Placements

Warehousing recruitment pulls most applicants and new hires locally. Very rarely to companies hire outside of their immediate market. Tap into the local job seeker scene through local job boards, job fairs and other local job posting opportunities. Local job seekers continually use these outlets to find new employment opportunities.


Trucking Recruitment Strategy

Facing an aging workforce and increased competition for new talent, the trucking industry struggles to keep recruitment pipelines full and trucking routes staffed. Trucking industries should look to implement full-funnel marketing strategies to not only attract active job seekers but it keep talent pools fresh with new prospects.

Address Trucking Industry Myths

Increase top-of-the-funnel prospects by introducing the benefits of a trucking industry careers to passive job seekers. Address potential concerns head-on, including hours, mileage goals and living conditions while highlighting employment benefits such as 401K matching, healthcare and time off. Video and written content are both great vehicles to communicate this information.

Stay in Touch with Prospects

Deciding to change careers can be a lengthy process for passive job seekers. Keep your talent pool active with periodic communication about your business, job openings and career benefits. Set up an email calendar, reaching out to a list of emails from those who you met at job fairs, submitted an inquiry or sent a full resume. Frequently post about your culture, the trucking industry and openings to keep your followers engaged.

Job Boards Are Important

Trucking applicants remain tapped in to local and regional job boards. A presence on local job boards and job aggregator sites provide you business with bottom of the funnel presence – reaching those interested in the truck industry and actively applying now.


Professional Recruitment Strategy

Finding outstanding talent that fits your culture is a concern for any business. Make the most of your time and resources by attracting qualified candidates that can hit the ground running and succeed within your organization. Identify quality talent and cultivate your talent pool with leading recruitment marketing strategies perfect for professional businesses.

Showcase Your Company Culture

Tell the story of your business, your history, your employees and more. The more a prospective employee knows about your operations and culture the more they are able to determine whether they are a match for your organization. Office tour videos, employee testimonials and other visuals can help to show daily life within your company.

Tailor Communications to Open Positions

Instead of deploying blanket recruitment ads for all positions in your company, consider developing custom creative and campaigns for each position. Messaging should focus on key benefits and operations of that role, showcase photos and videos of that segment of your business and speak directly to those candidates. Specific communication, drives more qualified applications – increasing your odds of finding a match while building up your talent pool - than general recruitment ads.

Use Job Boards to Reach Active Job Seekers

Job Fairs, local job boards and job board aggregators remain critical bottom-of-the-funnel tactics in securing applications for open positions. While other flashier tactics will fill the top of your funnel, these more nitty-gritty media elements provide a place for active job seekers to seamlessly apply for the positions they want – now.