It is easy to forget about email with all the buzz surrounding social media and with marketers clamoring to be on the cutting edge of new technologies. But while email is not new or showy, it is still effective. According to email marketing and list management company iContact, over 70% of people check their email more than 6 times a day. A study published by Marketing Land shows that 77 percent of people prefer to receive advertising based messages through email. Email marketing still works. Here are some tips for getting the most out of it:

Cultivate targeted lists. Purchasing lists is no longer constructive. Such lists include emails that are no longer accurate or are generic “info” boxes that may or may not be frequently monitored. Using emails that you have purchased is also against the terms of most email list management services, and you run the risk of having your account suspended if you do use them.

But most importantly, in order to build effective lists, the people whose emails you collect should have some connection to or relationship with your firm. High value emails include those of prospects, people who have contacted your firm, people who you have met at seminars or events and people who have willingly filled out a form on your website. A good way to collect emails is to offer something of value, like a free e-book or downloadable guide, in return. If your firm gives seminars, offer a list of tips or summary of the seminar to those who sign up for your email list.

Plan a reasonable schedule for sending emails. A good place to start is a monthly email that contains relevant stories of general interest and perhaps information about new developments at your firm. But beyond that, think of segmenting your lists and specifically targeting prospects and connections that your firm would like to nurture. Build a series of emails aimed at new prospects, providing them with useful information and helpful resources. Do not over send to this list, but stay present in their minds. Nurture emails are some of the most effective for building new business.

Test emails and check links. It is a good strategy to use your email newsletter as a way to get people to visit your website. You may post a series of article previews and invite people to read the whole piece online, or you may post a whole article with additional headlines and invite people to click to read more. Whatever the details, make sure they work. It is surprising (and unforgivable) how many emails are sent with broken links. This is a sure way to get people to lose interest quickly.

Pay attention to subject lines and first sentences. The subject line of your email is your first impression. People look at the sender and subject line when deciding whether to even open the email. Well-written subject lines will increase your open rate. Once emails are open, people tend to scan rather than read, and there is a good chance your email will not be read in order from top to bottom. A common habit of scanning is reading the first sentence, maybe two, of each paragraph. Try to make them interesting enough that people will be engaged and spend more time with your email.

Remember calls to action. Your firm may send out a great, informative email every month, but it will not work unless you include obvious calls to action. Tell people exactly what you want them to do. Include prominent contact information at the top of the email.

It is important that your firm have a marketing strategy that employs a diverse set of tools. Email should still be part of the equation.

Let’s Build a Bigger Law Firm. Call 1.800.728.5306 ext. 1

Other Resources: The Bigger Law Firm magazine | The Bigger Lawyer Social Network | Legal News |Attorney Press Release Distribution

Be a Fan on Facebook