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Email marketing is the dinosaur of online marketing strategies. Since dinosaurs are extinct by definition, it's almost a little miraculous that email marketing still exists at all.
In reality, there's nothing miraculous about it. Email marketing might be ancient, but it is still entirely practical, despite all the flashy online communication services that are available today. If you're not convinced, here's a fun fact: According to the former CTO of The Huffington Post, no one sends more emails than Facebook or Twitter.
The value of a well-executed email marketing campaign is fairly undisputed. The Power of Direct report by the Direct Marketing Association has reported that strong campaigns can expect an ROI of 4,000%. So, if you spend one dollar, you can expect to receive $41 in return.
As an attorney, your marketing objective is to grow your practice by getting more clients with quality cases. Email marketing enables you to connect with potential clients through targeted emails or through email newsletter blasts.
If you already have a quality attorney website, your newsletter blasts can bring people back to your site. For targeted email campaigns, you can focus on providing more specific information that can help people understand if they might need a lawyer.
Want to see examples of bad email marketing campaigns? Just check your spam folder. If you're brave enough to open one of these unsolicited atrocities, you'll see right away why email marketing best practices exist.
It's easier to send out spam than you might think. Before sending any emails, check with spam filters to make sure you don't have any flagged terms. Even innocuous words such as "injury" or "vacation" can be flagged, so you may need to have a thesaurus handy when you're doing a final edit.
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