Your ATS or CRM is probably the most valuable marketing asset you own. It holds thousands of clients and candidates who already know your business. Yet many agencies only email them when there is a job to fill or a placement to make.
A good newsletter keeps you in front of that audience between conversations, and turns your database into a steady source of enquiries.
Separate your audiences
Clients and candidates want different things. Send them different emails. Within each group, segment further where you can: by sector, seniority, location or role type. A finance director and a graduate accountant should not receive the same content.
What clients want
- Market insight: salary movements, skills in demand, hiring trends.
- Practical advice on attracting and retaining talent.
- Short case studies showing how you solved a hiring problem.
- Invitations to events, roundtables and webinars.
What candidates want
- Relevant live roles, matched to their profile.
- Salary and market updates for their specialism.
- Career advice, interview tips and CV guidance.
- News about companies they might want to work for.
Keep it short and useful
One clear topic, a few short sections and a single main call to action. Write as a consultant would, not as a marketing department. Put the most useful information first.
Send consistently
A monthly rhythm is achievable for most agencies and frequent enough to stay memorable. Choose a day and stick to it.
Automate the nurture
Beyond the newsletter, set up simple automated sequences: a welcome series for new candidates, a check-in after placement, and a follow-up for clients who have not hired in a while. These run in the background and catch opportunities your team might miss.
Respect consent
Only email people who have agreed to hear from you, make unsubscribing easy and keep your data clean. Good data protection practice also improves deliverability.
Measure replies, not just opens
Opens and clicks are useful signals, but the real measure is conversations started. Track replies, enquiries and applications that come from each send.