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A/B Testing for Recruiting Emails: Maximizing Open Rates

Recruiting emails can be one of the most important tools for companies and recruiters trying to find the perfect candidate for an open position.

With a crowded inbox and an overwhelming amount of competition, getting these emails to stand out is easier said than done. One way recruiters can help their emails stand out is through A/B testing.

What is A/B Testing?

A/B testing also referred to as split-testing, is a method of evaluating two or more versions of a web page or email to see which performs better.

Companies can create multiple versions of their subject line and then track metrics like open rate and click-through rate to determine which version performs best. This helps marketers optimize their campaigns to ensure they are reaching their desired audience.

Why Use A/B Testing For Recruiting Emails?

Using A/B testing for recruiting emails allows recruiters to capture the attention of potential candidates quickly and easily.

With varying subject lines, recruiters are able to get a better understanding of what resonates with candidates. Additionally, it provides valuable data which recruiters can use to further refine their campaigns and reach more people in the future.

How Does It Work?

Setting up an A/B test is relatively simple but requires careful planning and execution in order to maximize results.

First, decide on what you want to test; such as subject lines, call-to-action buttons, etc.

Then set up two (or more) variations that you will be testing against each other. Lastly, track the results of your test by measuring metrics such as open rates and clicks on links within your email or offers within your message body.

Examples Of Successful Tests

There are many examples where companies have used A/B testing successfully when recruiting new employees.

One example comes from Dropbox which tested several variations of their subject line “Land Your Dream Job at Dropbox” against each other before settling on “Build Bigger Dreams at Dropbox” which increased open rates by 10%.

Another example is from Hootsuite which ran tests across 50 different subject lines including “Help Shape the Future #Hootsuite” which gave them a 14% increase in open rates compared with other variations tested in the same campaign.<sup>1</sup>


In conclusion, A/B testing can be an effective tool for optimizing recruiting emails in order to maximize reach and engagement with potential candidates.

By creating variations on content such as subject lines, call-to-actions buttons, or even offers within message bodies, companies can get an understanding of what resonates best with their target audience. Armed with this knowledge, it's possible for companies not only to increase awareness but ultimately make better hiring decisions too!

<sup>1</sup> Source: Optimizely Blog


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