Does My HR Company Really Need to Build Its Email List?

The short answer here is yes. If you want to increase your client base, and therefore your revenue, you need to not only be building your email list but be sending consistent emails as well. We’ve already discussed how lead magnets are a great way to build your email list and drive targeted traffic to your website. Let’s dive into why consistent emails are so important as well as some strategies you can use to ensure you’re top of mind (and inbox) to your current and potential clients (without being annoying).

Why are consistent emails so important?

Sending emails is important, but being consistent with them is even more important. Have you ever signed up for an email list only to get one initial email and then nothing for months. Then one day they’ll pop back into your inbox and you’re wondering how the heck you even got on their list. On the flip side, if you've signed up for an email list and gotten consistent emails from the company, you’re in the loop of everything that’s happening with them including industry trends or special offers. This company is likely at the top of your mind when you think about that industry, because they’ve been consistently in your inbox.

How often do I need to send emails?

Truthfully, this is going to vary, however, I personally recommend weekly emails. Some companies opt for daily emails. I’ve been on these email lists and have quickly unsubscribed due to being completely inundated by emails, sometimes multiple times per day. I’m looking at you, online big box retailers. Once a week is perfectly sufficient to stay relevant without being bothersome.

What kinds of content should be in my emails?

Company Updates

Any company news, additions to the team, partnerships, or upcoming events should be shared with your audience. It gives your potential customers a window into the organization to learn more about your brand, and gives them an opportunity to attend any events your company hosts.

Industry Trends

Not only does this inform your email list of important things happening in the HR world, but it shows that your company is on top of these industry trends and staying ahead of the game. It exemplifies your organization’s competence and preparedness.

Special Offers

Is your company running a special offer like a sale on training courses? Maybe it’s a free resource when you buy a service. Regardless of what you’re offering, you need to communicate it with your email subscribers. Keep in mind, you don’t want to bombard them with offers and sales emails all the time, but enough to keep your company relevant and at the forefront of their minds.

Newsletters

These are a great way to wrap everything up in a bow and send to your list. Newsletters typically address company news, special offers, and industry trends all in one place, but go into fewer details than these individual emails would.

Whether you’re struggling to build up your email list or stumped about what to write in your emails, I can help. I use my 9 years of HR industry experience and knowledge to help HR companies with copy that hooks their readers, converts to sales, and increases their revenue.