Your email newsletter, if handled correctly, may very well be the most valuable tool you have in mining unconverted leads. In our previous post, we talked about email marketing “dos” for your law firm’s email newsletter. Let’s now cover a few of the “don’ts”—things you should definitely avoid.
Unsolicited email, by definition, is spam. Not only will spam annoy your leads and prompt them to unsubscribe, but under certain conditions spam is even against the law. Just don’t do it. Anyone who hasn’t volunteered an email address isn’t a genuine lead, anyway. Your email list should only consist of people who have voluntarily given you their email address and told you they are open to receiving communications from you.
DON’T Buy Email Lists
Aside from the obvious fact you don’t have permission to contact any email on a purchased list (see the “spam” point above), most purchased lists aren’t qualified leads, so they’re not worth the money. Buying email lists can also hurt your domain ranking and cause your emails to be snuffed by spam filters. Get your email leads the old-fashioned way, through word-of-mouth networking or via a contact form on your website.
DON’T Be Boring
From an eye-grabbing subject line to the body of the email itself, every part of your email newsletter should be compelling, always engaging the reader. Boring emails get ignored at best and deleted at worst. Bore your readers too often, and they’ll unsubscribe. Make the content interesting and useful. Don’t be afraid to give your readers information that helps them, whether or not they ever become your client.
DON’T Overlook Your Metrics
If you get a spike in unsubscribes after sending a certain email, assume there’s a reason for it, and try to determine why. If one email generates more conversions than another, figure out the differences between them. Your metrics tell you what’s working and what isn’t. Ignoring them is a mistake.
DON’T Ignore Your Bounces
Your “bounce” rate might be the most important metric of all. If an email “bounces” back because the address is no longer valid, don’t assume you’ve just lost touch with that lead. A change of email usually parallels a life change—someone has changed jobs, changed houses, gotten divorced, etc. People quite often need an attorney during life changes, so if you get an email bounce, follow up. Contact the lead by phone or mail to update the information, and while you’re at it, see if they need your services.
Need even more help with your email strategy? Our team can help. Call us today at 888-907-9958.