In the dynamic world of recruitment, staying ahead of the curve is crucial. One recent shift that demands attention is Google's updated email rules, signalling a significant change in the way communication is conducted. So, fasten your seatbelts as I delve into the intricacies of Google's latest email protocol, dissecting its nuances and understanding why it's not merely important but a fundamental game-changer for communication strategies. To avoid the perilous realm of spam, recruiters must adapt their outreach approach and put a few safety measures in place if they wish to continue to stand out.
As a leader in AI technology, Google processes an astounding 15 billion messages each day to effectively combat spam. Ironically, the very use of AI technology has contributed to this unprecedented challenge. With the aid of sophisticated language models, we find ourselves in a new era where generative AI is capable of crafting emails that closely resemble human writing, making it increasingly difficult to differentiate between manually composed messages. That's why hyper-personalization is key.
Unpacking the changes
Stepping into the specifics, Google is now establishing tighter ground rules for email enthusiasts. If an organization is sending more than 5,000 messages a day to Gmail users, a mandatory addition is the one-click unsubscribe button. Moreover, Gmail might not deliver messages from senders whose communication frequently falls under a "clear spam rate threshold" of 0.3% of messages sent. In simpler terms, if a sender's communication is frequently identified as spam by Gmail's filtering system, the email service may treat their messages differently and potentially not deliver them to the intended recipient.
Why it matters
As we know, in recruitment, the ability to get responses from candidates and clients is everything. Can’t secure a meeting, can’t secure a role, can’t secure revenue. So, compliance with these changes is not just a tick-box exercise, it's a necessity for business to continue.
How to adapt recruitment email strategies
Now that we've grasped the nature of the changes and their significance, it's time we explore the strategies to guarantee our emails find their way into inboxes. This ranges from the content within the emails to the technical adjustments to email domains.
Personalization is paramount: Tailor your outreach to each individual. For example, when headhunting incorporate details from candidates’ LinkedIn profiles such as past work experiences, posts they've engaged with, or their favorite sports team. This demonstrates that you've conducted thorough research, showcasing a genuine belief that there's a potential fit. The same goes when reaching out to clients, make sure you add value and ensure your content is relevant if you want to optimize results.
Compliance with unsubscribe requirement: Ensure you incorporate a one-click unsubscribe button in a way that minimizes opt-outs.
Optimize subject lines: Google's algorithms pay close attention to email subject lines. Craft compelling and concise subject lines that entice prospects to open the email. Avoid clickbait tactics, as they can negatively impact engagement and deliverability.
Avoid spam phrases: By using a tool like SourceWhale’s Content Coach you can easily avoid the use of common spam phrases e.g. opportunity or urgent. How? Well, our Content Coach feature flags them as you’re crafting your email so you can tweak your message accordingly. Find out more about this fantastic feature by clicking here.
Encourage interaction: Design emails that prompt recipients to take action. Whether it's responding to the email, clicking on a link or expressing interest, increased interaction signals to Google that your content is valuable and relevant.
Multichannel outreach: Recruiters can no longer afford the risk of putting all of their eggs in one basket. Diversifying your outreach strategy to include not only emails but also phone calls, LinkedIn interactions, texts and WhatsApp messages minimizes the chance of missing opportunities due to messages getting buried in spam.
Quality and quantity: With Gmail’s stricter guidelines, focus on setting up high-quality campaigns with well-crafted content that resonates with users. Doing this will ensure that you don’t end up getting blocked!
Monitor and adjust: Stay informed about changes in email algorithms and regularly monitor the performance of your email campaigns. Use A/B testing to optimize your campaigns and analyze metrics such as open rates, click-through rates and response rates. Use this data to refine and adjust your email strategies accordingly.
Authentication best practices: Recruiters, when it comes to email, think of authentication as your way of proving to both email providers and prospects that your emails are legit and not some sneaky impersonation. For any of you technical folks, you can do this by setting up a Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM) and Domain-based Message Authentification, Reporting and Conformance (DMARC) - these are like digital signatures for your emails. It's a bit like having a secret handshake to prove you're the real deal and not an imposter. Totally lost? Our Customer Success team can support with this here at SourceWhale!
Googe's new rules kick in Q1 2024 and evolving with them is imperative for recruiters. So if your current strategies are tangled up in the new spam rules, don't stress. It's not too late to shake things up and set the tone for a better year ahead.
In my opinion, these new protocols are a positive thing - not only for the candidates and clients - but for recruiters themselves. Embracing these changes could very well pave the way for more meaningful engagement for everyone.