GETTING IN FRONT OF DECISION MAKERS
Silicon Valley tech companies often hire in groups or classes, and their internships often follow a seasonal schedule — that means a lot of people needing housing at the same time. Columbus Residence needed a way to build relationships with the HR departments of Silicon Valley tech companies so they could offer their unique solution. By giving the companies preferred rates on housing for their sets of new hires, Columbus Residences would be able to fill more rooms, while the HR department got a way to successfully transition their new hires and interns to life in the Bay Area.
As you may imagine, Silicon Valley is not a low-competition area. To gain the attention of the HR departments at tech companies, we would have to produce an effective, eye-catching, and worthwhile email campaign.
It wouldn’t matter how great our email campaign was if we didn’t send it out to the right people. So our first task was finding tech companies in the Bay Area who were known to have large summer internship programs. We also sought out companies who were known to do their hiring in classes.
With a list of potential companies in hand, we gained access to reliable databases that provided us with up-to-date contact information for HR representatives, recruiters and internship organizers.
After determining we had a workable list of names and addresses, we did a quick count. We had reliable contacts at over 400 different companies. Now it was on to a creative approach to crafting an email campaign.
WITH SPLIT TESTING
To launch the email outreach, we crafted three different versions of email sequences. In each one we expressed the value in what Columbus Residence was offering.
We demonstrated the unique solution long term housing provided — including an easier transition and better retention rates for their new hires, or a more successful internship program with interns who wouldn’t have to worry about their housing situations.
By creating different combinations of value demonstrations, calls to action, and catchy email subject lines, we were able to test all three of our different email sequences against one another. Seeing which had the best response rate, we were able to optimize subsequent communications.
FOLLOWING UP FOR SUCCESS
No one gets a hundred percent response on the first email. So we set up our outreach to send the next follow up email in the sequence if the email was still not replied to within a week.
Continuing to experiment with new subject lines and different content, we continually optimized each new salvo in our outreach campaign. We saw which subject lines were working and which ones weren’t even getting opened. We saw the content that lead to a response and the content that was opened but ignored. Over the course of the campaign, we altered our email based on our testing and steadily, engagement improved to produce a 74% increase in the response rate.