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E-mails Build Relationships by Drawing Readership

By Delivra

"We call on hundreds of clients and prospects, and once you’ve made contact with someone, it’s important to stay in front of them in some fashion." Karin Surber, account manager for Pinnacle Partners, recognizes that the need for the IT, accounting and financial staffing and placement firm’s services isn’t constant for most clients and candidates. "We want to stay in touch with candidates, too," she adds. "People will work with us, move on to other positions, and come back to us again, so we want to maintain those relationships."

"Monthly e-mails are not intrusive," Surber explains. "The recipients choose whether to read them or not. Those who do see our name receive what we hope they’ll see as valuable information. It’s a good way to build credibility with people." Pinnacle’s efforts to deliver relevant content seem to be working, given that more than 70 percent of recipients typically open each issue!

She and Pinnacle’s other staff members share responsibility for developing the content, and they try to make sure that each issue reflects the firm’s cheerful atmosphere. "Since we’re a fun company, we wanted it to be informative yet light," she says. "We use a standard format, so readers know where to look for the information they want."

Delivra’s system automatically alerts Pinnacle when someone doesn’t want the newsletter. However, Surber hasn’t received many notifications, "We’ve had very few people unsubscribe, but then we only send the newsletter to people who are interested in our services."

View the Pinnacle e-mail newsletter.