By Kelly Myers
There is no magic number of times you should send an email to a client, but there are guidelines as to the frequency of your emails and to prospective clients. By sending out emails and checking the resulting data available through the E2-CRM, you’ll be able to track the responses and learn what works best for your audience.
It is possible to send too many email to your clients. If this happens, email inboxes will likely mark you as spam or recipients will want to unsubscribe from your list. The best way to prevent this from happening is considering what exactly you’re sending in these emails. Is the content engaging and worthwhile or is it an email with no real goal? Your client will become less engaged if they find too many emails from your practice that don’t contain useful or relevant information.
On the other hand, sending too few emails can be just as bad. By not sending enough emails, you could be missing the opportunity to bring clients back into the office. And more often than not, sending too few emails makes it easy for subscribers to forget about you or the firm, if you don’t make an effort to send emails on a regular and consistent basis.
Whether it’s to update their existing estate plan or attending the firm’s annual client appreciation lunch, emails are a great way to stay in touch.
If you aren’t sure how often to email to your client base, start by sending out an email once a month in addition to your monthly eNewsletter. Do this for three months, and keep an eye on your response rates. If your emails are being opened and clients are calling, you can then decide whether or not to stay with one email a month, or expand to two. Remember, the content must be relevant and useful.
You’re sure to stay on the mind of your clients without gaining the reputation of being a pesky law firm!
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