What? You haven’t sent out an email blast in four months? If that’s the case, we need to have a little chat. Email newsletters are a terrific way for your practice to maintain top of mind awareness with clients, prospects and referring professionals. But you have to send out email newsletters on a regular basis, with useful information that will be helpful to your readers. If it’s been four months, it’s been too long!
Here’s why email campaigns matter:
If you have a client who has had a trigger event–wedding, divorce, a new baby or a new grandchild—you definitely want to remind them about your practice, using the trigger event as a reason for them to contact you. They may not be aware of the importance of updating their estate planning documents or they have overlooked it in the excitement surrounding the trigger event.
If there have been significant changes to the law that may affect your clients, an email blast is an opportunity to keep them informed.
Here’s a real-world example: recently the IRS and the Treasury proposed legislation that would limit the use of valuation discounts of ownership stakes in privately owned businesses or land. There is a 90 day period of public comment now underway and parts of the regulations will not go into effect until 30 days after a final version is issued. But now is the time to let your clients know about this pending change and explore whether or not their estate plan needs to be updated.
A series of well-written email newsletters gives you a chance to shine in front of a large audience. Think of the content of the email as a speaking opportunity. You have an audience and you have a chance to position yourself as an credible source of useful information. Make your email newsletters interesting and informative and every now and then, personal and entertaining.
If you aren’t sure how to keep your email campaigns lively, fill out a support ticket and we’ll be happy to help!