This might seem unfair in light of the many requirements I’ve outlined here, but expected response times are getting shorter and shorter all the time: 50 percent of emails are answered within two hours. No one wants to sound like a lame middle-aged parent trying to be “hip.” 9. Just make sure to have your emails proofread by a someone in the appropriate demographic. Slang and emojis are generally not in line with a law firm’s brand personality, but if your law office caters to startups or has a younger client base, you might want to experiment with a less formal tone. Profanity is a no-brainer - avoid it at all costs. Ask them to tell you how the message made them feel: valued and respected, or not? In some cases, an email might come off as dismissive, distant, abrupt or otherwise rude, and you may not realize there’s a problem until the unsubscribes start rolling in. This can create the opportunity for misinterpretation (or even offense) if you’re not extra careful when choosing your words and determining your tone.Īsk someone else to read your email before sending (which is a good practice anyway for marketers). Unlike face-to-face interactions, in which people can read your expression and hear the way you say something, emails are largely devoid of social context. Managing email lists should present no problem for firms using an email marketing tool like GoDaddy Email Marketing.īut remember that even the fact of legal representation would be considered confidential, so don’t copy multiple clients on the same email. If you pack your email with links and offers, recipients will be paralyzed by choice, and will in many cases fail to complete any single call to action. This tip applies to both good manners and effective marketing. Be direct and concise, and your compelling content will speak for itself. Use a subject line that indicates the true meaning of your email.ĭon’t try to increase email opens or conversion rates by whipping up subject lines full of empty promises or misleading teases. And remember, many users primarily open emails on mobile devices, so also be mindful of mobile size limits to ensure deliverability. HTML-formatted emails with images or video embeds can get big fast. Your email might bounce or might not load properly if you fail to pay attention to the message size limit for popular email services. Be mindful of the size of your email (and attachments). You can’t expect clients to trust your law office with their complex and important business matters if your emails contain typographical or spelling errors. Proofread every email before it leaves your law office. Whether you use marketing automation or write emails personally, address your client or reader directly. Nothing says “we care about you” like launching into your message without a personalized greeting. As you manage email for your firm, here are 10 fundamental etiquette rules to keep in mind. These rules of protocol don’t rise to the level of legislative action, but you should abide by them nonetheless to avoid alienating the people who’ve opted into your law firm’s emails. But what about email etiquette rules? 10 email etiquette rules Naturally, your law office follows email compliance laws like the CAN-SPAM Act and, if you’re emailing Canadian recipients, Canada’s Anti-Spam Law (CASL). Marketers and PR professionals in regulated industries like law have to navigate a complex quagmire of legal restrictions before pressing “send” on an email.
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