Email marketing is still one of the most powerful tools a recruiter can have in their arsenal. And one of the most effective email marketing strategies out there is the “drip list.”

What is a “drip list”?

A drip list is an email marketing campaign that peppers prospects with small bites of information about your brand, company and/or services over a period of time.  For example, let’s say a group of 100 people sign up for your mailing list, over a period of several months you may send them useful information while reinforcing your brand presence.  In the case of a recruiter, he/she may send employers articles about interviewing tips and industry related events while also mentioning their recruiter services.

How To Create A Drip List

1. Ask permission first. Ask people if you can add them to your mailing list. Preferably have them sign up on your website or blog.
2. Create “drip list” campaign theme appropriate for your audience. For example, send job related articles, promotions and links to job seekers, while reserving hiring and retention info for employers.
3. Consistently send emails; but don’t inundate your audience.  Sending at least one relevant email a week to your prospects is a good practice.  But sending an email everyday may prompt people to unsubscribe. 
4. Emails should connect to social media. Encourage email recipients to share articles with their online social network by making it easy to “like” or “share” a link.  If you include emailed articles on your blog this will make social media connection easy.