How Jooble Increased Email Clicks by 20%

When a job seeker opens their inbox, you’ve got between three and ten seconds to win their attention. After that, the decision’s made — click or delete.

At Jooble, every email has a single aim: to bring candidates closer to the right opportunities. That’s why our product team treats every subject line as a strategic choice. In today’s crowded inbox, visibility isn’t optional — it’s essential.

This case study looks at how we used experimentation to strengthen our email channel, focusing on retention. By testing and refining, we managed to lift both open rates and click-throughs — and here’s how we did it.

Email Is More Than Just a Channel

Every day, millions of job seekers come back to Jooble through our alerts.

Behind the scenes, we’re constantly testing. Dozens of A/B experiments run each week, and because we send at high volume, we can validate ideas in under 24 hours. That quick feedback loop allows us to learn and adapt at a pace most email marketers can only aspire to.

Lifting Open Rates with Inbox Psychology

Picture your own inbox: a stream of subject lines, most of them dull, some looking like spam, and just a handful that actually spark interest.

Our goal was simple — Jooble’s emails needed to be in that last group, the ones that make job seekers stop, click, and return for more.

To get there, we dug into the detail:

• Gathered Hotjar feedback on what makes a job alert feel genuinely relevant
  
• Reviewed three months of unsubscribe data through our support team
  
• Carried out a competitive review, looking not only at rival job platforms but also at other industries vying for attention in the inbox

From that research, we created a “Jobs To Be Done” map — a simple framework that captured what job seekers actually wanted from our alerts. Common themes included:

“Send me jobs that directly match my Jooble search.”

“Keep me updated with fresh, relevant vacancies on a regular basis.”

Here’s how our subject lines looked in the inbox before we began testing:

Read also: ‘One Click Better’: How a Small Tweak Drove a 16% Jump in Active Subscribers

The Experiment: Personal and Precise

We narrowed our focus to one element that matters most: the subject line. It’s the very first impression — and often the difference between an open or a delete.

Here’s what we tested:

• Company names – adding the employer’s name from newly posted roles
  
• Job titles – pulling specific titles directly from the listings in each email
  
• Rotation – varying subject lines by swapping in different roles from the same message

The outcome was a far stronger, more personal presence in the inbox:

📩 +9% in open rates – more job seekers spotted and opened our emails
👆 +20% in click-throughs – more readers engaged with the content inside

The lesson was clear: when subject lines speak directly to real needs, people respond.

Key Lessons Learned

• Move quickly, don’t over-polish. If you’ve got an idea, test a minimum version straight away. Real feedback beats assumptions.
  
• Keep experiments small. Lower risk means faster results and clearer insights.
  
• Adapt to context. Subject lines that work in one country or market may flop in another. We tailor for our biggest markets, while keeping a lighter touch elsewhere.

Looking to Get Your Job Ads Seen?

At Jooble, our job alerts do more than guide candidates — they give employers a bigger stage. Every vacancy is distributed through 140,000+ sources, matched with the right audiences, and featured in daily alerts that land directly in job seekers’ inboxes.

📩 Ready to improve the reach and results of your adverts?
Speak to our Sales Team today and discover how Jooble’s smart, scalable approach can strengthen your hiring strategy: sales.teamwork@jooble.team

This article was created in collaboration with Kseniia Soroka.