From inbox to interest: 10 talent CRM email tips that actually work

This is the third post in a blog series about the value of talent marketing and how you can transform your approach to modern talent acquisition by bringing some of these practices to your own team. Check out my first post and second blog to catch up.

Sourcing emails remain one of the most effective ways to initiate candidate engagement and build meaningful relationships. In the previous installments of my blog series, we explored the critical differences between talent pools and talent communities, highlighting why treating candidates like valued customers elevates your overall talent acquisition strategy.

Now, let’s dive deeper into practical, impactful email strategies designed to enhance your sourcing efforts and foster stronger candidate relationships.

Why email matters in talent marketing

Effective talent marketing focuses on nurturing relationships rather than transactional exchanges. Emails serve as the initial touchpoint in building these long-term connections, effectively transitioning passive contacts into active participants within your talent communities. Leveraging email strategically can transform your talent acquisition results by increasing engagement and deepening relationships.

In my experience, email has consistently been one of the highest-performing channels for re-engaging silver medalists, past applicants, and warm referrals. One campaign I led reactivated over 30% of dormant prospects simply by sending a personalized “What’s new at the company + latest job openings” update with a clear invitation to reconnect.

Strategic email outreach doesn’t just open doors — it builds momentum.

10 email best practices for talent marketing success

1. Craft an attention-grabbing subject line

Your email’s subject line is your first (and sometimes only) chance to stand out. Keep it concise (6–8 words), personalize it, and aim to spark curiosity or urgency. For instance, a subject line like “Exciting Opportunity at [Company Name], [Candidate Name]” can significantly increase your open rates by immediately demonstrating relevance to the recipient.

💡 Pro tip from my campaigns: Subject lines that highlighted a specific benefit or job type — like “Remote Marketing Roles with Growth Potential” or “Join a Mission-Driven Engineering Team” — consistently outperformed generic ones. Leading with value or purpose gives candidates a reason to open the email.

⚠️ What to avoid: Don’t use misleading or clickbait subject lines. For example, don't lead with “We’re ready to make you an offer” if the candidate hasn’t even applied yet. These tactics might boost opens in the short term, but they erode trust and increase the likelihood of your emails being flagged as spam. Keep subject lines relevant and truthful to protect your sender reputation and candidate experience.

2. Personalize the content

Candidates engage when the message feels tailored. Go beyond just saying “Hi [First Name]” by referencing their experience, current role, or something that shows you’ve taken the time to understand who they are and why the opportunity is relevant.

💡 If you’re using an email marketing tool like Findem, personalization variables can help you scale that tailored approach. You can automatically insert details like first name, company, job title, and location into your outreach, making it feel much more 1:1.

I once had the challenging task of helping source Principal Architects across the Americas through email marketing. By using variables like name, company, title, and location, we saw a 2x reply rate compared to a generic message. That level of relevance made all the difference.

3. Be clear and concise

Whether you're sending a personalized outreach or a broader talent newsletter, clarity is key. Respect candidates’ time by stating your purpose early and keeping the message easy to skim.

In talent marketing nurture campaigns, shorter emails that quickly highlight what’s in it for the candidate — whether it’s a new job opening, company update, or upcoming event — tend to perform best.

In my experience, emails under 150 words consistently see higher engagement, especially when they include clear headlines, bullet points, and a single call to action. Long paragraphs and too many links often lead to drop-off. Keep it focused, scannable, and relevant.

4. Create a strong call to action (CTA)

In talent marketing campaigns, your CTA should guide candidates toward a clear next step — whether it’s learning more about your culture, exploring open roles, or joining an event. Avoid vague phrases like “Let me know if you’re interested” and use action-oriented language that makes it easy to engage.

For example, instead of saying“Let us know what you think,” try: “Explore current openings” or “Meet the team behind our product.”

In one nurture series, swapping a passive CTA with a specific link to employee stories or a talent community sign-up increased click-through rates by over 30%.

🧠 Bonus tip: Always use buttons or clearly linked text. Candidates are more likely to engage when the CTA stands out visually and requires minimal effort.

5. Optimize email timing

Send emails mid-morning (9–11 AM) or mid-afternoon (2–4 PM), ideally between Tuesday and Thursday. I once tested time zones in a global campaign and adjusted send times by region. The result? 15% higher engagement across EMEA and APAC.

6. Make emails mobile-friendly

Most candidates will view your message on their phone. Keep paragraphs short, avoid bulky attachments, and use links instead. One formatting trick I use: bullet-pointing key job perks or company highlights can improve readability and click-throughs.

7. A/B test your emails

Experiment with subject lines, tone, CTA phrasing, and email structure. I once tested “Join Us” vs. “Exciting Role in Data Science” — the latter outperformed the original by 42%. Even small changes can make a huge difference.

8. Follow up thoughtfully

Send a follow-up after 3–5 days if there's no reply. Keep it friendly and add something new — a different role, relevant article, or update. In one silver medalist campaign, the second follow-up was the one that got the most responses. Sometimes people just need a nudge!

9. Leverage your network

Mentioning a mutual connection or shared background can build instant credibility. I’ve seen incredible response rates when referring back to an event someone attended or a referral source, since it makes the outreach feel more personal.

10. Keep it professional but approachable

Write like a human. Use a warm, conversational tone while staying polished and respectful. Candidates are far more likely to respond to messaging that feels authentic rather than overly scripted or robotic.

At Okta, we refined our email templates to feel less transactional and more conversational, and we saw a noticeable improvement in candidate sentiment during follow-up conversations and surveys. A simple shift in tone made the outreach feel more like a conversation and less like a pitch.

See these email tips in action

Why does this email work?

Personalized at scale: Uses variables like [First Name], [Current Company], [Job Title], and [Location] to make the message feel relevant and specific.

Clear value upfront: Communicates what the company is hiring for and why the candidate might be a good fit within the first few sentences.

Warm and human tone: The message reads like a conversation, not a generic job blast — building trust with passive talent.

Focuses on alignment, not urgency: This is a light-touch message meant to spark curiosity, not pressure.

Simple, actionable CTA: “Check out the roles” is an easy, low-friction next step that invites further engagement.

Boost your response rates with the right approach to outreach

Effective sourcing emails are foundational to a strong talent marketing strategy. By applying these best practices — and continuously testing what works for your audience — your team can increase engagement, build warmer talent pipelines, and create lasting candidate relationships.

And remember: Talent marketing thrives on authenticity. Every email you send is a reflection of your brand. Make it count.