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Personalized Email Campaigns Using Gmail or Outlook

Published on Friday, June 05, 2015

Personalized Email Campaigns Using Gmail or Outlook

Many times, we have successfully built and executed recruiter email campaigns for our clients, using the International Executive Search Firm Directory provided by BlueSteps. These email campaigns are personalized, and go directly to the recruiters’ individual email accounts at their respective firms.

To accomplish this you will need to (1) join BlueSteps (if you are not already a member, you are welcome to use our referral code, Inspire1, to get a 20% discount on a lifetime membership), (2) create an Excel spreadsheet of the recruiters on BlueSteps specializing in your function/industry, (3) have your cover letter and resume ready to go, and (4) use Google Gmail or MS Outlook for your email campaign.

Here are some tips for developing your own email campaign, using Google Gmail and Google Drive, or using MS Outlook and MS Excel.

First, about BlueSteps

BlueSteps (www.bluesteps.com) is an exclusive service of the Association of Executive Search Consultants (AESC), the global association for the retained executive search industry, representing leading firms retained by companies to fill senior management positions.

BlueSteps is a discreet membership service with access to member career profiles and resumes available only to the top executive recruiters at AESC member firms. Our clients receive a 20% discount on the lifetime membership fee at BlueSteps.

Steps for EMail Merge using Google Gmail and Google Drive:

Gmail allows no more than 100 recipients per message, and no more than 100 emails per day. Therefore, if your existing Excel spreadsheet is larger than 50 contacts, divide it into separate databases of 50. Smaller spreadsheets of 50 work better on Gmail than 100 – we recommend sending out two 50-piece emails a day.

Create your spreadsheet of recruiter contacts using the International Executive Search Firm Directory.

Set up your Google Drive by going to https://drive.google.com

  1. “Create” a new spreadsheet on Google Drive, and copy your existing Excel spreadsheet data into the new Google Drive spreadsheet
  2. Under “Add Ons,” search for “yet another mail merge,” and install, giving permission to access your account
  3. Open your Gmail account and compose a new message (or copy an existing letter into message box).
  4. Do NOT fill in the “recipients” box at the top. Do complete the “Subject Line” as you want it to appear.
  5. Insert mail merge codes using the headings from your spreadsheet to set up your letter heading and greeting line, for example: $%Prefix% $%First Name% $%Last Name% in the first line, $%Title% in the second line, and $%Company% in the third line, followed by Dear $%Prefix% $%Last Name%:
  6. Attach any document(s) you wish to send with the email
  7. Close the message by clicking on the “X” at the top right. This will save your message as a “Draft.”
  8. Go back to GoogleDocs spreadsheet and click on “Add Ons,” then click on “Yet Another Mail Merge,” and follow instructions to send out your email.
  9. We recommend that you FIRST send out a TEST email to yourself, or sending the letter to a small database of friends, family, and business associates, including your own email address!

Steps for EMail Merge using MS Word and Outlook:

You will need to have MS Outlook as your primary email, and MS Word for your word processing software, to complete this.

  1. Check to see what your Internet/email provider’s sending limits are. Verizon allows no more than 100 recipients per message, and no more than 500 emails per hour.
  2. Create your spreadsheet of recruiter contacts using the International Directory of Search Firms.
  3. Go to MapiLab (http://tinyurl.com/nortakd) to purchase, download and install “Mail Merge Toolkit,” which will allow you to attach and send your resume with your cover letter via email. But First, CLOSE your Outlook and your MS Word programs on your computer. Then “purchase” Mail Merge Toolkit for $24 /year (don’t sign up for anything else!). You will receive an activation code via email. Wait for it.
  4. Open MS Word, and go through the “installation wizard” to install Mail Merge Toolkit using your activation code.
  5. Then, use the “Mailings” Mail Merge Wizard tool in MS Word to set up your letter to merge with your Excel spreadsheet.
  6. Merge your letter with your Excel Spreadsheet, using “Mail Merge Toolkit” to ATTACH your resume. Your email will go out one-by-one through your Outlook.
  7. We recommend that you FIRST send out a TEST email first to a small database of friends, family, or business colleagues, including your own email address!

I hope this will be helpful to you – not just in reaching out to recruiters nationwide, but also for sending personalized emails to ALL of your contacts (hint: LinkedIn connections!) about your search. And, of course, let me know if I can help you implement a successful job search campaign!

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Author: Beth Stefani

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