As mass email marketing comes under increasing fire due
to the proliferation of spam, software development
company, Mimecast, has announced a completely new
approach which utilises a companyís everyday one to one
e-mail traffic.
ìEvery day hundreds, probably thousands of e-mails
leave your company ñ a high percentage of these will be
going to existing and prospective clients and
candidatesî says Mimecast CEO, Peter Bauer. ìWe
believe that weíve made a real breakthrough by creating
a complete management platform for email marketing ñ by
effectively giving email its own brain.î
Mimecastís management platform allows companies to
ensure that every one to one e-mail leaving the
business automatically carries a professionally
designed marketing message embedded into the body of
the e-mail. The message can be different for particular
target markets and can provide a click through to a
micro site giving further information ñ or to the
companyís own website. ìHoweverî, adds Bauer, ìwhat
makes this such an effective marketing tool is not just
the corporate branding opportunity that it offers (how
many of you would send out a letter on unbranded
stationery), but also the fact that the product records
each individual e-mail address that clicks through ñ
giving you a cast iron reason to call that client or
candidate.î
Bauer believes that the potential applications for the
recruitment sector are very exciting: ìRecruiters are
always looking for a good reason to call a potential
client ñ with this product you could flag up added
value services that you offer to clients such as
interview training or events and seminars that you are
running ñ and know by the reporting tool, exactly who
is interested; you could run surveys giving you
valuable information for PR purposes, you could flag up
hard to find skill sets asking candidates to recommend
people they might know ñ the possibilities are endless.
With marketing and advertising budgets coming under
increasing pressure, we believe that a cost effective
and measurable marketing tool is just what the sector
needs
New approach to email marketing for the recruitment sector
.