Knowing what you’re sending through the U.S. Postal Service and how much you’re spending on postage is the first place to start when you’re thinking about how “systematic” your office procedures are set up, to capture and use client and prospective client email addresses.
Do a quick postage meter check to stay on top of what you’re spending on postage. Then ask yourself how much you DON’T mail because you’re trying to keep costs down.
Check your bar rules when it comes to emailing prospective clients, but keep in mind that invitations to educational events may not be considered “advertising.”
Providing something helpful, useful, educational and review oriented to clients on a monthly basis is highly recommended. Clients need to feel like you’re “their lawyer.”
Emails to clients, prospects and referral sources may be as simple as:
- Sharing a press release about something you or your firm was recognized for.
- You can also share an interesting blog you posted asking friends of the law firm to make sure they’re subscribing and to share the invitations with friends and family who may benefit from the information.
- Share an occasional Facebook Fan Page post with comments and tips on how easy it is to become a fan and share their opinions with your “community” on Facebook.
- Year-end tax tips.
- Most states allow educational event invitations. Be clever enough with these that the email invitation is forwarded to friends of the people you’re emailing.
For clients only, you can:
- Send appointment reminders.
- Email directions to your office or seminars.
- Email birthday greetings.
- Review meeting invitations or reminders.
- Law firm evaluation requests with a link to your website.
- Instructions on how they can provide Yelp or other online reviews to help others in the community discover the same peace of mind they experienced with you and your staff.
The list is endless. Start yours with a list of things you feel yourself holding back on because you don’t want to invest in the postage. Then, put a system in place to capture email addresses on everyday forms you use in your processes. Ensure there is a system for updating the addresses. And educate your contacts about how sacred their email addresses are (not shared and you won’t spam)… Then you’re on your way.
Be careful if you also own an interest in a financial services firm, if you mix your law firm message with financial services messages, you’ll need to keep an eye on FINRA rules.
Director, Member Services, Marketing & Recruiting
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
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