Email marketing presents an opportunity to have a meaningful and effective dialogue with prospects, clients and colleagues and even your own family members and friends (yes, they need to be on your email list too.). Content needs to be relevant, giving your estate planning and Elder Law practice a chance to show off your knowledge and experience. But the emails, whether they are announcing a new partner at the firm or that it’s time to review their estate plan, have to look and function well.
Be careful when using templates. Last week we got an email from a professional firm (not an IMS client!) that opened with filler language from Constant Contact. Someone had neglected to remove it when they created the email blast. Is this firm as careless with their main business as they are with their email blasts? We’ve stayed on their mailing list just to see what kind of gaffes come next.
Use your own response data and examine it with an eye to the end goal. The decision about when to send out an email blast should be based on your own email data. Use information about general best practices as a guideline if you are just starting out, but if you have data, use it.
Then, go a step further: if you sent out an email that led to a smaller than usual number of people reading the email BUT a larger percentage called your office for an appointment, that’s your sweet spot. You always want more people to read your email blasts, but the ultimate goal is conversions to appointments.
Use design elements to reinforce your brand. If you don’t have a formal logo, a color palette, typeface that is part of your branding, you may want to talk with our design department (or submit a support ticket). Every message that comes from your firm needs to be consistent, and that includes the look and feel of your emails.
Incorporate auto responders in your email marketing campaigns. Automating as much of the dialogue as possible to engage email readers to build trust, establish or strengthen creditability and save your staff time. Don’t leave them hanging without follow-up, and don’t leave them out in the digital cold, where, in a matter of seconds, they can be swiftly enticed to another estate planning and Elder Law firm!