Marketing Webinar Re E-mail Marketing
After listening to the presentation yesterday that I mentioned in two earlier posts (here and here) sponsored by the American Marketing Association, I wanted to get back to those interested in the e-mail marketing discussion.
The webinar was presented by Jordan Ayan, founder and CEO of SubscriberMail, a company that sells e-mail products and services to customers. Although his presentation was quite good on how to undertake a direct marketing e-mail campaign, and he provided some do's and don't's that would apply to all e-mails (including e-newsletters), it is not something I would recommend to my clients.
The reason is that I don't believe in direct marketing campaigns for law firms. I know some believe in them, but I am not one of those people. I don't respond to pitches received in that fashion (whether from a broker, medical or dental clinic, real estate agent, accountant, etc.), and I don't think most clients of law firms would either. When it comes to professional services, I want to know the person (who performs the service or refers me to one). Receiving a direct marketing piece by snail mail or electronically just doesn't work for me. For legal marketing, this is not one of the more effective tools you should be using.
I am glad that you enjoyed the webinar. I wish I had found this post earlier. I agree with you. A key point in my webinar is that I don't believe that email is a great medium for sales pitches of any kind. It is a tremendous relationship building tool. We work with law firms, accountants, etc who have tremendous success when they focus on provideing their clients with relevant interesting content. No pitches. Strengthen the relationship and the sales will come.
For legal marketing it can be an extremely effective tool, but like any tool it has to be used properly.
