Legal Marketing Blog

This is not another rant about how much I hate emails – unsolicited ones especially. Rant. Rant. Okay, I lied. It’s bad enough that the world is flooded with emails every day. The least you can do if you’re sending out eNewsletters or emails generally is to give them a chance of getting read before they are deleted.

Tom Matte has some advice in this regard, and it is: take time to think about a meaningful and attention grabbing subject line so at least you’ll have a fighting chance of having your emails opened.

Matte suggests several examples that he says are “examples of some good subject lines (best open rate, 60%-87%,” indicating that “information (was) provided by MailChimp analytics and research.” However, MailChimp’s resource page indicates open rates quite a bit less than that broken down for various industries, including legal.

Whatever the accurate open rate for emails, the concept of making the subject line interesting enough that it gets the recipients’ attention is a good one.

Tom, that should be email marketing 101.

Indeed, Chris. Then again, repeating the obvious is not always a bad thing.

I totally agree, spam is a real big issue - i've been using Aweber recently which seems good at covering a lot of the legal barriers regarding email marketing.

And you know, this isn't just for marketing emails. I have found that using an active email caption both (1) helps me focus on writing an email that's on point and (2) helps the recipient be focused on the point. Also makes the reply emails more useful to me as well.

Tom,
Thanks for reading my post. I was also skeptical on the percent of open rates provided by MailChimp and should have provided a hyper link to the information. I will add it to my blog post on Monday when I get back to the studio. I have also seen the stats you provide. The goal of the post was for legal marketers to think about open rates and choosing language that grabs attention. The fact is that I have never had open rates that high...ever. To expect them in any email campaign would lead to a big disappointment. I would be very happy with open rates at 30%. You have given me something to think about.

Chris,
Many of my readers are not marketing experts and what may be marketing 101 to you is new information to them. I cover a range of legal marketing topics on my blog from the beginner to the more senior. I have owned my own marketing agency since 1992 and although I am older than many, I am always open to exploring new marketing ideas and trends.

Good point, Tom. Thank you.

THANKS..!! for giving me that’s important information. Thanks for sharing. Very useful for me.