TPP Not for Profit

Reaping the Benefits of a dedicated system

As recruitment company TPP found, the phrase ‘what you don’t know can’t hurt you’ rarely rings true with email marketing. In fact, an in-depth understanding of your clients’ needs, wants and interests is becoming more and more essential to a successful online marketing strategy.

For TPP, finding a system that allowed them to monitor and understand their recipients’ behaviour opened up opportunities and transformed their results.

Keeping informed

TPP is a well-established, recruitment consultancy focusing on both the Not-for-Profit and Commercial sectors, recruiting at all levels; from receptionist up to chief executive.

‘Email is a very important facet of our overall marketing strategy’, says Stewart Young, TPP’s Marketing Coordinator. ‘Being in contact with every one of our clients or candidates all of the time is extremely difficult. Email provides a quick and easy way of communicating that’s not intrusive.’

With a mailing list of 100,000 potential job candidates, and 12,000 companies TPP faces the challenge of keeping both sides of its database informed, without flooding their inboxes. Candidates must be made aware of the latest roles, events and seminars that are relevant to them. Similarly clients need to be kept in the loop about special offers, candidates they might find interesting and press developments around TPP.

The value of a system

TPP initially sent email communications via a BCC mail out. But when increasingly strict spam filters became too prohibitive they switched to simple mailing software.

‘We didn’t really know what was going on’, says Stewart. ‘We would send emails out, and if we got replies that would be great. But there were no numbers. When we were introduced to Pure we saw everything that we could be monitoring. We realised having a system in place would add value to our business and also our candidates and clients.’

Impressive results

Using Pure’s advanced e-marketing toolset (PureResponse), TPP discovered click through rates were low. Lack of insight into individual recipients’ areas of interest was rendering their email communications too general.

By assessing the content that was gaining the most clicks, and receiving ‘event notifications’ when clients accessed particular links, TPP was able to restructure the layout and target their mailouts more effectively, with impressive results. Open rates improved from 12% to 20% and click through rates rocketed from 5-10% to as much as 35%.

‘With dynamic content we were also able to test different subject lines’, says Stewart. ‘We found that personalising them, using the recipient’s name gave us a 20% higher open rate.’

What’s more, TPP’s consultants were now able to track the behaviour of candidates as they moved from their emails to the website. This allowed them to assess individual interests more effectively and contact recipients personally with highly relevant information.

Knowledge is power

Effective strategies for monitoring and improving online marketing activities have given TPP a platform to work from and experiment with their database. ‘PureResponse enables us to be smarter’, explains Stewart. ‘We can send out a mailshot in a matter of 20 minutes now and it’s a lot more professional and sleek.

‘We don’t have to inundate recipients with information all of the time and our consultants can see who’s read their emails, who’s looking around and who is actively interested our content. The more knowledge we can give our consultants the more they can help the people they work for.’

What PureResponse modules and options
are they using?

Advanced eMarketing Toolset incl.
Domain Masking
Send to a Friend
Event Notification
One2One