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The Top Email Marketing Mistakes for Lawyers

Email continues to be one of the primary ways law firms retain existing clients and convert prospects into new clients. Done right, email campaigns can boost business and strengthen your practice. Done wrong, they can undermine your credibility and harm the trust your clients have in your firm.

Here are a number of email marketing mistakes lawyers should avoid making in 2017: 

Failing to keep it personal.

You’ve no doubt maintained an email list of current and past clients. And you’ve probably collected the emails of prospects from a lead capture form, contact us box or event signup. Theoretically, you could craft an ad campaign that shows up in the in-boxes of all those on the list. Easy, right? But is it effective? Not always. Whenever possible, you’ll want to contact clients and prospects individually. People want to know that you identify with their unique circumstances and can solve their particular problems. Think twice before replacing individualized contact with mass communication.

Not knowing your ad readership.

When the time does come for an email ad campaign, it’s important to understand who your clients and prospects are. Keep individualized lists for different types of clients or prospects, and address the particular needs of each in separate campaigns. Avoid using purchased contact lists. Consumers are turned off by emails from unknown companies that suddenly show up in their in-boxes.

Using a boring subject line.

The subject line is the first eye contact you make with readers. You don’t want them deleting your email before you’ve had a chance to say something. Grab their interest with subject lines that are both informative and catchy. But don’t oversell either. Find the right balance between descriptive and intriguing.

Writing too much about nothing.

Readers aren’t likely to read long emails. Get to the point quickly. And make sure the information you transmit is important and pertinent to the reader. For example, it makes little sense to send a newsletter about child custody matters to someone who has indicated an interest in only personal injury claims.

Sending too often or not often enough.

The average consumer gets a lot of email. If you bombard them, they’re likely to either delete your email or report it as spam. Once your emails begin showing up on spam lists, you’ll have a harder time getting your emails through to any readers. Avoid sending marketing emails more than once per week, though every other week or once a month might be preferable. But don’t wait too long either. Especially with prospects, you’ll want to reach out to them before they forget who you are.

Sending attachments.

Don’t. Attachments to marketing emails are too often associated with viruses.

Not using a reputable email marketing provider.

There are excellent email delivery services that can maximize your use of email marketing. MailChimp, Constant Contact and Benchmark Email are just three of the dozens of service providers that can help you with everything from content templates to list management, email testing to results tracking. They’re typically well worth the cost.