Improved Inbox Placement & CTR for India’s Leading Recruitment Portal
About the Company
We are India’s second largest online job portal with 3.4 crore candidate landmarks and have more than three lakhs latest job vacancies from leading companies. Founded in 2008, we have become a prominent name in the recruitment industry over the past decade.
While most job portals only focus on getting candidates the next job, our focus is on the entire career growth of candidates. To this end, we have launched India’s most important career skills site for working professionals with over 500+ courses & certifications.
As the industry shifts towards mobile, we are leading the transition and are the fastest-growing job portal on mobile devices, witnessing a 100% YOY growth in mobile traffic and offering on-the-go jobs through the app.
Challenges of the Campaign
Running a campaign for email marketing is quite challenging. Right from automation to campaign management, many things go parallel. As a leading portal in the recruitment industry, the clients were looking forward to making the most out of email marketing as a part of their marketing campaigns.
Our brand has a vast user base, which has expanded in vast demographics & geographies across the nation.
The existing challenges that the client had to face are mentioned below:-
➖Increasing number of Dropped Out Registrations.
➖An extensive re-engagement strategy is needed to bring the job-seekers on board.
➖Derive maximum return from Email Marketing programmes through high conversion.
➖We are reaching out to new customers.
➖We are establishing communication with existing users to retain them.
➖Delivering emails to customers’ inboxes was a hard nut to crack.
➖With a vast customer base, the clients were looking for a partner to handle end-to-end Marketing campaign management needs.
➖Maintaining the quality of the user experience was one of the significant challenges.
➖Reduced open rate: the email available rate was less due to the lack of appealing subject lines, spam words, and readability issues.
➖Ensuring INBOX Placement: Emails were landing in the spam box instead of Inbox, affecting campaign performance.
➖The Readability and preheader text was another challenge for the clients.
The Objective of the Campaign
➖Communicate with the candidates regularly on the latest job postings and courses.
➖Increase onboarding of job-seekers through email marketing.
➖We are improving the Open rate and CTR.
➖Having a solid team that supports both campaign management and deliverability.
Solution
➖To display a sneak peek into the activities happening in the portal to prospective candidates.
➖Two critical parameters: Candidate Shortlisted and Jobs posted on the website to be shown in Email.
➖These parameters would update in real-time.
➖Personalized content analysis.
➖Inbox placement.
➖Deployment Plans.
➖Weekly performance reports(Domain reputation and Inboxing).
➖HTML Services.
Execution of the Campaign
✔️IP & domain reputation was improved from medium to high.
✔️Executable warm-up plans to scale up volume
✔️Time-triggered & automated list cleaning
✔️The subject line and content score check will be compared to gauge email campaign performance.
✔️Hotmail SNDS monitoring and analytics
✔️Spam & Blacklist Alert: Suppression against potential spam trap
✔️Onboarded new prospects’ email addresses without adversely impacting deliverability (a decrease in inbox placement or getting messages marked as spam).
✔️Gauge email campaign performance in real-time with unprecedented email deliverability intelligence’s email open rate, read rate, delete w/o being read rate & subscriber engagement level.
✔️A customized and segmented campaign hosted by the Kenscio team helped to generate significant engagement with job-seekers.