Role Of Email Deliverability In Employment And Recruitment Strategies

Before diving into the specifics, it’s important to first understand what email deliverability is. Simply put, email deliverability refers to the likelihood that your email will successfully reach the recipient’s inbox, rather than being diverted to the spam or junk folder. It’s determined by a combination of factors, including your sender reputation, email content, and authentication protocols.

For recruiters and employers, this is especially important. If your emails aren’t being delivered to the right candidates or hiring managers, you’re missing out on valuable opportunities to connect with top talent. Email is one of the primary tools for outreach during the recruitment process, whether it’s for initial job inquiries, interview requests, or offer letters. The last thing you want is for a high-potential candidate to never receive your message simply because of poor email deliverability.

When you look at the recruitment process as a funnel, email plays a crucial role at each stage:

1. Awareness Stage: Candidates first hear about your company or job opening through emails such as job alerts, newsletters, or promotional emails. If these emails don’t make it to the inbox, the candidate never knows the opportunity exists.
2. Consideration Stage: Once candidates express interest, email becomes the primary channel for further engagement: answering questions, providing additional information, and scheduling interviews. If your messages aren’t delivered, candidates might miss important steps, potentially dropping out of the process.
3. Decision Stage: When it’s time to extend job offers, email is used to communicate terms and finalize agreements. A delayed or undelivered offer email can result in losing the candidate to another opportunity — and that’s a costly mistake in today’s competitive market.

In short, poor email deliverability can directly stall your recruitment process, which means you’re not just losing time, but potentially high-caliber candidates.

Now that you understand the importance of email deliverability, you might wonder what causes emails to get filtered into spam folders in the first place.

The main reason emails get marked as spam is that spam filters are designed to protect recipients from unwanted, unsolicited messages. These filters use algorithms and various factors to assess the likelihood that an incoming message is spam.

Spam filters look for signs such as:

Sender Reputation

If your domain has a history of sending spam, it can tarnish your reputation and negatively affect deliverability. ESPs look for patterns such as complaints, blacklisting, and high bounce rates to assess your reputation.

Email Content

Certain email characteristics — like overly promotional language (e.g., “FREE!”, “Urgent!”, excessive punctuation like “!!!”), too many links, or attachments — are often flagged as spam. Poor formatting or improper HTML coding can also trigger these filters.

Recipient Engagement

 ESPs also pay attention to how recipients interact with your emails. Low open rates, high bounce rates, or complaints indicate that your emails might not be well-received. This can hurt future deliverability.

Authentication Protocols

Email authentication technologies like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) help verify the legitimacy of your emails. If these protocols aren’t set up correctly, emails are more likely to be marked as spam.

Ensuring that your emails meet these criteria is key to maintaining high deliverability rates.

Several factors play a part in determining whether your recruitment emails make it to the inbox or end up in spam. Let’s explore these factors in greater detail:

Your sender reputation is one of the most important factors in email deliverability. Email service providers (ESPs) use the sender’s reputation to determine whether your messages are trustworthy. If you’re sending large volumes of emails, maintaining a positive reputation is crucial. A bad reputation could result from complaints, unsubscribes, or even blacklisting by ESPs.

To protect your reputation:

• Avoid sending unsolicited emails to people who haven’t opted into your recruitment communications.
• Regularly clean your email lists to avoid bounces.
• Use a dedicated email address for recruitment, separate from your regular business emails.

The quality of your email list directly impacts your deliverability rate. If you’re emailing invalid addresses or people who haven’t opted in, it can harm your sender reputation. Bad email addresses, unengaged recipients, or spam traps can cause bounces or even result in your domain being blacklisted.

To maintain a healthy email list:

Certain words, phrases, and content formats can trigger spam filters. For example, using all caps, excessive punctuation marks (e.g., “!!!”), or words like “free” or “urgent” can cause your email to be flagged. In addition, improper HTML coding or too many images and attachments can affect deliverability.

To optimize your email content:

Authentication protocols like SPF, DKIM, and DMARC help verify that your email is legitimate and that you’re not impersonating someone else. These protocols confirm that the email server you’re sending from is authorized to send emails on behalf of your domain.

By setting up and properly configuring these protocols, you improve the chances that your emails are delivered to recipients’ inboxes. Without proper authentication, your emails are more likely to be blocked.

Email service providers pay attention to how recipients engage with your emails. High open rates, low bounce rates, and low complaint rates signal that your emails are valuable to the recipients. On the flip side, high unsubscribe rates, spam complaints, or low interaction signals to ESPs that your emails may not be relevant or wanted.

To increase engagement:

• Personalize your emails based on the recipient’s behavior (such as their past job applications or interactions with your brand).
• Send relevant and timely job opportunities.
• Follow up on emails to encourage a response and keep the candidate engaged.

To ensure your recruitment emails are landing in the inbox and making the impact they need to, here are some actionable strategies:

If you’re using a new domain or email address, don’t send a large volume of emails right away. Instead, warm up the domain by gradually increasing your email volume. This will help establish a good sender reputation with email providers.

Experiment with A/B testing to see which email formats, subject lines, and CTAs resonate most with your audience. For example, test different subject lines such as “New Career Opportunity at [Company Name]” vs. “You’re Invited to Apply for [Job Title] at [Company Name].” Over time, this data will help you craft more compelling, deliverable emails.

Personalization goes beyond simply addressing candidates by name. Tailoring emails to reflect a candidate’s interests, past interactions, and job preferences makes them more likely to engage and less likely to mark your email as spam. Personalized emails have 29% higher open rates and 41% higher click-through rates compared to non-personalized emails.

Before sending out recruitment emails, use an email verification service to check whether the email addresses on your list are valid and deliverable. This will help you avoid sending emails to invalid addresses and reduce bounce rates.

Segment your email list based on candidate profiles, such as job preferences, location, or experience level. This will help you send more relevant emails and improve engagement rates, which in turn improves deliverability.

Sending emails consistently (but not too frequently) can improve deliverability. For example, if you send weekly job alerts, stick to that schedule, so recipients know when to expect your emails. Consistency builds trust with both your recipients and email service providers.

Keep track of key deliverability metrics like open rates, click-through rates, bounce rates, and spam complaints. By monitoring these metrics, you can quickly identify and address any deliverability issues.

Email deliverability is a critical but often overlooked component of an effective recruitment strategy. If your emails aren’t being delivered to candidates, your hiring process can come to a screeching halt. By focusing on factors like sender reputation, list quality, email content, and authentication protocols, you can improve your email deliverability and ensure that your recruitment messages reach the right audience. In today’s competitive job market, reaching the best candidates as effectively as possible can make all the difference. With the right strategies in place, you can enhance your recruitment efforts, build stronger connections with candidates, and ultimately hire the right talent for your organization.