As the leading provider of online niche job boards, onTargetJobs, Inc. is the parent company of three leading niche employment websites and a network of 400 local employment websites.
Realizing that their email newsletters were not meeting performance expectations, onTargetJobs tapped FulcrumTech to help drive improvement.
FulcrumTech conducted a 10-point Email Audit for onTargetJobs, which identified the following opportunities for focused improvement:
- Improve list by analyzing inactive emails and conducting reengagement campaigns.
- Redesign the subscriber management page to create an easier user experience and improve the conversion of new leads.
- Refine onTargetJobs’ newsletter campaigns by reducing frequency, improving targeting, and, ultimately, driving higher conversions.
- Redesign the onTargetJobs’ website to align content with specific job seeker types.
- Create new, cleaner newsletter designs with clear calls to action, engagement drivers, and improved subscriber management.
Within several months of implementing the first round of changes, OnTargetJobs experienced a 20% increase in open rates and a 25% increase in click-through rates. In addition, list cleanup enabled improved metrics for paid targeted email campaigns, boosting revenue by 20% this year. Other improvements are in process, so further gains are expected imminently.