Stories & advice from two legal marketers on a quest to shake things up in the law firm community. Learn from our mistakes.

Our Email Got Caught in Spam? Fix It!

December 20th, 2011 | Posted by Laura Toledo in Communications | Email Marketing

If you work in communications at a law firm, I’m sure you’ve dealt with this issue (and c’mon, it’s holiday card time!).

Technology has come a long way in the past few years, especially with all the new email marketing tools that are available, and all the statistics that come along with it. And sometimes, as great as those statistics are for your marketing department, they’re not so great for your attorneys. Why? Because now they are able to see – in black and white, in numerical form – that not every person on their list will open an email-blast.

Something’s got to be wrong with our email system, ‘so-and-so’ would never not read our emails.

This is always an awkward situation where you can’t just tell him/her that most people don’t read mass-blasts (well, ones that aren’t relevant…more later). So you think of some other ways to get the message to the client, including a strong suggestion to personally forward the email blast with a note.

Yes. It’s very easy to have the marketing department put together an emailed communication, and that’s easy to do when it’s holiday time and you’re a busy, billing-billing-billing attorney. But what are recipients really looking for?

  • Personalization (recognition?)
  • —A good relationship with the sender (why is this guy sending me an email?)
  • —Relevance (why open? what’s in it for me?)

The problem isn’t the email system (more often than not). The problem could be the volume of emails (and really, only 700+ unread?), method, lack of relevance…

Give your attorneys the facts. Email marketing is great, yes. But recipients are more likely to open an email that comes directly from the attorney. And it never hurts to send a second note, to show that the email is of importance. This is true for not only holiday card time, but every time the marketing department sends out a communication. Every time.

Instead of sending to thousands, send to a hundred. Or 10.
To the ones you send – give them a reason why. “Hey, I wanted to make sure you got this. Would really like to catch up at the event.” or “This might affect your business.”

Just don’t click a button and forget about it.

But you don’t have to take it from me—read our colleagues’ blog posts about the season of “giving”:

Happy holidays, friends!


[photo courtesy of thepartycow favicon on flickr]


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