We hear a lot today about how law firms must add more value to their client services in light of the competitive nature of our industry. Value-added services might include recognizing the value of a client’s time in reading emails. It may be a simple thing and on first thought not significant in adding value. I would respectfully disagree.

There is too much crud sent in emails, and everyone, no matter what business they’re in, is overwhelmed with emails daily. Clients are no different, and lawyers can be as guilty as anyone in sending emails that could be more succinct.

Patrick Lamb has a post on his In Search of Perfect Client Service blog that struck me as a simple and effective way to get to the point in an email. His three suggestions should help avoid wasting people’s time in reading them:

  1. Subject line. It should be short and to the point. State “Jones” or “Jones case” instead of Jones vs. ABC international Manufacturing Corporation. As Lamb states, the client knows their name. It should also include the urgency or time sensitivity or “not urgent”, and finally what action is needed;
  2. Get to the point in the first sentence. Let the client know what needs to be done and when right up front; for example “Signature required by COB 3/31/2015.” Then you can elaborate as necessary; and
  3. Explain the attachment. Since most people today look at their emails on their smart phone and attachments are not easily opened, let them know what is in the attachment. They can decide whether they need to open it right now.

So, if you want to impress clients with your efficiency and respect for their valuable time, you might take Lamb’s suggestions to heart. It’s a good way to add value to your services. A simple process, and one that could pay marketing dividends.

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