Using Newsletters to Connect Every Month
About Curran Daly +Associates
Curran Daly + Associates is an Australian-owned, trusted executive recruitment and search firm based in Manila, Philippines, with affiliate offices in Sydney, Australia, and Hong Kong.
For over a decade, they've helped global organizations solve recruitment needs, specializing in headhunting, executive search, and IT recruitment.
As a leading executive search firm in the Philippines, Curran Daly prioritizes its online presence to engage with potential clients and candidates and generate leads across various verticals.
The Marketing Challenge
Before engaging with Lambent Marketing, Curran Daly's client communications lacked structure. Their existing approach included:
- Ad hoc company updates with no regular schedule
- One-on-one emails for specific recruitment projects
- Occasional company updates sent sporadically
- No systematic way to announce new services
- Limited ability to showcase expertise
- Missed opportunities to maintain contact with inactive clients
The company recognized that despite its strong industry reputation, it wasn't effectively maintaining regular touchpoints with its audience. Without a structured newsletter program, it missed opportunities to stay top-of-mind and showcase its deep recruitment expertise.
The Newsletter Implementation
Recognizing the need for a more systematic approach to client communications, we implemented Curran Daly's first regular newsletter program in 2023. Instead of creating an overly complex system, we focused on establishing core fundamentals:
- Monthly Frequency: We established a reliable schedule clients could anticipate
- Appropriate Platform: We implemented MailerLite for its balance of features and simplicity, integrating with their existing CRM system
- Basic Content Mix: We created a straightforward format including:
- Industry news and trends
- Recruitment tips and insights
- Featured job listings
- Thought leadership content
- Team and company updates
- Brand Identity: We implemented their established brand colors, typography, and visual style for consistent presentation
- Focused Distribution List: We carefully compiled relevant contacts rather than purchasing lists
- Clear Performance Goals: We established benchmarks for open rates and engagement
Lambent's Work
Our implementation included:
- Editorial Calendar Creation: We developed a rolling 3-month content plan that aligned with their business goals
- Template Design: We crafted mobile-responsive templates that reflected their brand identity
- Content Creation: We wrote engaging, value-focused content each month
- List Management: We established proper segmentation and list hygiene processes
- Performance Analytics: We set up tracking for opens, clicks, and conversions
According to Campaign Monitor's email benchmarks, well-executed newsletters can increase client engagement by up to 70% compared to ad-hoc communications.
Newsletter Results and Impact
The newsletter implementation delivered exceptional results across the last two months:
February 2025 Results
- 2,148 Total Emails Sent
- 23.42% Open Rate: Significantly higher than the professional services industry average
- 5.96% Click-to-Open Rate: Showing good engagement with content
- 0.56% Unsubscribe Rate: Minimal list attrition
- 0% Spam Complaints: Confirming quality content and proper list building
March 2025 Results
- 2,189 Total Emails Sent (1.9% list growth in one month)
- 24.07% Open Rate: Improved from February
- 15.18% Click-to-Open Rate: Nearly 3x improvement in engagement
- 0.41% Unsubscribe Rate: Lower than February, indicating improved content relevance
Email Newsletter Benefits
Beyond metrics, the newsletter program delivered several business benefits:
- Unified Messaging: The newsletter helped Curran Daly articulate its core messages and value proposition clearly and consistently.
- Content Asset Creation: The process of developing newsletter content produced valuable assets that could be repurposed across other channels.
- Lead Generation: The newsletter generated direct replies from clients inquiring about services they weren't aware Curran Daly offered.
- Relationship Maintenance: Regular touchpoints kept Curran Daly relevant to inactive clients who might have future recruitment needs.
- Professional Reputation: Regular thought leadership content reinforced their position as experts in executive recruitment.
HubSpot's research on marketing automation shows that businesses using strategic email newsletters see a 38% higher customer retention rate than those without such programs.
Trend Analysis
The month-over-month improvements revealed several key insights:
- Content Optimization Works: The significant improvement in click-through engagement showed that analyzing and refining content based on user behavior yields measurable results.
- Reader Environment Understanding: We discovered that approximately 70% of subscribers read emails via webmail, with Gmail being the dominant platform. This informed our design decisions for future newsletters.
- Device Strategy: While mobile opens remained consistent (around 10%), desktop reads increased from 13.52% to 22.96%, suggesting subscribers took more time to engage professionally with the content.
Long-Term Impact
Curran Daly's strategic newsletter approach helped strengthen its position as a leading executive search firm in the Philippines. The monthly newsletter engaged clients and candidates alike, while providing a consistent platform to showcase their industry expertise.
By leveraging content marketing strategies, Curran Daly established itself as a trusted partner for businesses seeking top talent in the Philippines and beyond. They now maintain meaningful connections with their audience, even when there's no immediate recruitment need.
As recruitment industry specialist Greg Savage notes, "Consistent communication in recruitment is not just about selling jobs—it's about nurturing relationships that will bear fruit over time."
