Vector Resourcing is dedicated to providing contract and permanent IT resourcing solutions across the UK and Europe. Testament to their success, Vector Resourcing turns over in excess of £25m per annum and continues to achieve sustainable growth year on year.
Vector Resourcing uses email marketing campaigns to keep in regular contact with various database subsectors. Marketing manager, Lara Monahan, explains, “We aim to provide subscribers with useful industry and company news to set Vector Resourcing apart as an expert voice within a cluttered recruitment marketplace.”
The problem
The problems Vector Resourcing was encountering before joining Pure360 were:
- Low click through rates.
- Inability to track marketing emails.
- Lack of branding on emails – they needed to look more professional.
- Lack of regular, professional looking, recognisable communications for candidates and clients.
- Inability to send large sends without affecting their email server.
The solution
Monahan introduced Pure360 to Vector Resourcing at the start of 2011, as she had great success with the software in a previous role several years beforehand. The tracking and cost effectiveness of the system were key sellers.
In order to address its issues Vector Resourcing opted for the Expert package which contains advanced features such as intelligent time sending, opens over time and advanced reporting. The ‘Download to Excel’ capability within reports is particularly useful to them as it allows personalised reporting that can then be manipulated in a worksheet format.
The recruitment consultants also use the data reports as spreadsheets to track follow ups and responses.
A personal touch
The ‘From’ name is now changed for each specific send. This has lead to an increase in open rates due to the campaign being ‘sent’ from a person that is trusted and known to that mailing list. One-to-one sending is also a beneficial feature and used frequently.
Monahan comments, “From job placement congratulations, to introductory emails following initial client calls, to code of conduct reminders when placements are extended, this individual way of sending campaigns has brought a professional edge to our online business communications.”
Apart from quarterly email marketing newsletter campaigns, all others come ‘from’ an individual that the recipient will know therefore building trust and ensuring maximum open rates. Vector Resourcing also only use inhouse corporate photographs, giving the recipients a real feel for who they are and what they are like as a company.
Monahan says, “Our bespoke email marketing newsletter template incorporates our Twitter and Facebook logo links, therefore every campaign that goes out encourages engagement with these channels. We also always encourage LinkedIn links in all campaigns going out from individual recruitment consultants, as this is a fantastic way to increase their professional networks.”
The results
Having now used Pure360 for a whole year of quarterly newsletters, Vector Resourcing has seen click through rates increase by 50 per cent and opt-outs decrease by 50 per cent.
On average, 56 per cent of people that click through to the website following each send are new visitors, therefore encouraging engagement with the site’s online content. Monahan expands, “During the first two quarters, website visits doubled on the day of send (compared to the day before), during the third quarter they tripled and during quarter four they quadrupled. These are fantastic results that show what can be achieved when you work with a reliable and forward thinking email marketing partner.”
“Pure360 makes email marketing easy. With a fantastic dashboard of features within the software, and a caring and helpful team on hand to answer queries, email marketing is made enjoyable as well as business crucial. As business grows and new initiatives take shape who knows what new campaigns will come to life.”
