Occasionally emailing your database of recruiting prospects is a good way to remind them of your presence, and it also helps them remember you’re still interested in recruiting them. It’s not the best tool, but it can be used in combination with various other techniques to build a robust recruitment marketing strategy. Here are a few email best practices I’ve collected (mostly from others) over last few years: How long should your drip emails be? The average reader spends less than 20 seconds reading your newsletter and skims for content of interest. Use easy to read sub-headlines, short paragraphs, put the links you want clicked on at the top. How often should you send your drip emails? Start with once a month. If your content is really good (measured by you getting a high readership percentage), you may be able to increase the frequency a little over time. When is the best time to send your drip emails? Experian Marketing Services found that people responded more to marketing emails sent on the weekend. They also found that response rates were higher in the early mornings and in the evenings. What is a good response rate? Average view rates are between 10% and 25%. If you’re consistently getting below 10%, you’re probably ending up in a lot of junk folders. It’s extremely rare to see emails with view rates above 40%. How do I avoid the junk folder? Send to recipients who gave you permission to contact them and make sure your open rates are above 10%. Yes, most email providers do track this.