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The site’s re-engagement e-mail campaign recovered more than 10% of dormant subscribers.
SnagAJob.com, an hourly job search site, has more than 25 million registered job seekers on its e-mail list. But it had a problem. Many of those job seekers stopped visiting the site once they found employment.
SnagAJob, however, knows that hourly job holders change jobs on an average every nine to 12 months. So it wanted to find a way to stay top of mind with its subscribers even after they found a job.
SnagAJob decided to try to recapture the interest of its working subscribers by sending e-mail messages that were compelling enough to drive employed subscribers back to the web site. But it also wanted to send messages that were relevant to those actively looking for jobs and to those who were thinking about a change but were not yet actively searching.
SnagAJob used e-mail marketing firm BlueHornet to help it create win-back e-mails to send to subscribers who had not opened, clicked, or submitted an online application in three months.
The site set out to re-engage these dormant subscribers using e-mails featuring content that already existed on SnagAJob, such as how to discover the fastest growing jobs.
Those e-mails helped SnagAJob.com recapture more than 10% of the dormant target population back into its e-mail program.
“The results that we saw from this effort went far beyond our expectations,” says Isabel Howell, e-mail manager at SnagAJob.com. “We are extremely pleased with the conversion rates and look forward to ongoing optimization of this program to continue to win people back to our program.”