Email Marketing for Employment Solutions and Services

Email marketing remains one of the most powerful and cost-effective ways to promote your services. Whether you're promoting Employment Hero as payroll, HR, recruitment, onboarding or our all-in-one Employment Operating System, the way you use email can help you educate prospects, build trust, and convert more leads.

But sending emails isn’t enough. You need the right strategy, message and rhythm to cut through.

Here’s how to get email marketing working for you — whether you’re just getting started or want to improve your results.

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1. Start with a Clear Offer

A good email always starts with a clear message. What are you promoting? What do you want the reader to do?

Think beyond “book a demo.” Instead, lead with value:

• “Download our guide to automating HR workflows”
  
  
• “Take our payroll risk checklist”
  
  
• “Join our free webinar on streamlining employee onboarding”
  
  
• “Get a free 30-minute HR process review”
  
  

👉 Tip: Align your offer to the biggest pain point your audience is feeling. Make it relevant, not generic.

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2. Segment Your Audience for Relevance

Not every client or lead is the same. A small business owner in retail has different needs than a growing construction firm.

Segment your email list by:

• Industry
  
  
• Business size
  
  
• Client status (new lead, existing client, dormant contact)
  
  
• Service interest (payroll, HR, full platform)
  
  

Use this segmentation to personalise your message, highlight relevant features and show understanding of their challenges.

👉 Tip: Even simple segmentation can boost open and click-through rates. Start with two or three segments based on your client base.

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3. Focus on Education First, Sales Second

Your audience likely isn’t ready to buy employment software the first time they hear from you. That’s why education-based marketing works.

Position yourself as the expert by sharing helpful content like:

• Compliance tips and legislation changes
  
  
• Industry-specific HR or payroll insights
  
  
• Client success stories
  
  
• Product walkthroughs and updates
  
  
• How-to videos or checklists
  
  

This builds trust and keeps your firm top of mind.

👉 Tip: Use Employment Hero’s partner content library to source ready-made assets, demos and assets you can share.

4. Make It Easy to Take the Next Step

Every email should have one clear CTA (call to action). Don’t overcomplicate it.

Options could include:

• Book a consultation
  
  
• Download a guide
  
  
• Watch a demo
  
  
• Visit your website
  
  
• View pricing
  
  

Make your button or link visible and mobile-friendly.

👉 Tip: Include a contact email or direct booking link (like Calendly) to reduce friction.

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5. Create an Email Series, Not Just One-Offs

The best results often come from consistent communication, not one isolated campaign. That’s where email sequences or nurtures come in.

For example:
New Lead Series (3–4 emails):

1. Thank you + intro to your services
   
   
2. Valuable content (guide or checklist)
   
   
3. A short success story
   
   
4. Call to book a chat
   
   

Existing Client Upsell Series (2–3 emails):

1. Highlight a new feature or service (e.g. digital onboarding or timesheets)
   
   
2. Show how others are using it
   
   
3. Offer a referral discount or promotion when adding HR to payroll
   
   

👉 Tip: Use automation tools like Mailchimp, HubSpot or ActiveCampaign to build these sequences and track performance.

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6. Track What Works (and What Doesn’t)

Good email marketing gets better over time — if you track your results.

Watch these metrics:

• Open rate (Are your subject lines working?)
  
  
• Click rate (Is your content relevant and clear?)
  
  
• Unsubscribes (Are you sending too often or missing the mark?)
  
  
• Conversion rate (Are people taking the next step?)
  
  

Use this data to test subject lines, layout, CTAs, and frequency.

👉 Tip: A/B test small changes like subject lines or CTA buttons to refine your strategy.

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Final Thoughts

Email marketing is one of the easiest ways to stay visible, add value, and generate leads — especially when you’re selling employment services that may not have an urgent trigger.

By focusing on education, segmentation and value-led messaging, you’ll position your firm as the trusted expert clients turn to when they’re ready to simplify HR, payroll and compliance.