Articles filed under Email

This article is about a new product created by my firm called Crosselerator™ which I immodestly believe is likely to be one of the most profitable pieces of software for users that they’ll ever own. It was producing enquiries for us almost as soon as we started using it, and as I write this (Jan 2018) we are still 2 months away from any serious marketing. If you want to skip the “why” and just look at the “how”, scroll down to “How it Works”; the detail is in the series of videos on the Crosselerator YouTube channel. It takes only 15 minutes to watch them all.

We describe Crosselerator as “the software that turns everyday email into income – every day”. It is the first tech product our firm has built where the target market is not specifically professional practices: it can be used by any “silo” business (most largeish businesses are).

This month: Optimising email signatures and why Google Circles beats Facebook.

This article looks at how to plan your email campaigns, how to choose a provider, how to compare costs and measure success.

Many firms are already convinced of the benefits of email marketing but they struggle to get the programme off the ground due to lack of email data. The aim should be to build a database of clients, contacts and prospects that genuinely welcome hearing from us. With anyone else we are wasting time and money, and risking our reputation by sending unwelcome emails – known as “spam”.

When I left the CPS in 1996 and set up as an independent barrister it was essential to get a fax machine which dutifully sat in my home office waiting for faxes from Chambers. Today with FaxtoMail I get a service that allows me to receive faxes without needing a fax machine.

As marketing becomes increasingly important for law firms, various advertising methods are being employed in an attempt to attract new prospective clients – including a plethora of search engine optimisation (SEO) and pay per click (PPC) campaigns. However, the vast majority of business for most law firms comes from its existing client base. It is therefore far more effective to concentrate on marketing legal services to existing clients than to pursue brand new business. Furthermore, with email newsletters, it is also generally far less expensive.

If I suggested you set up your own power station to generate the electricity needed to run your legal practice, or set up your own satellite to make and receive telephone calls, you would dismiss the suggestions as fanciful. This is because electricity and telecommunications are utilities that you have on demand through a simple monthly or quarterly payment. Is email really any different?

Disclaimers and confidentiality notices are automatic additions to the end of many organisations’ email, sometimes adding half a page of text or more to the sender’s message. There is no legal authority on the effectiveness of these notices in email messages; but that is not to say that they should not be used, provided care is taken in drafting them.