Well, when it comes to email marketing we, first of all, actually try to stick with the content list you already have so if you want to go out there and purchase a list, if you’re a business attorney and you want to go purchase a list of business owners go for it but there’s a lot of rules and laws and things like that you need to consider.
So when we look at email marketing we really try to think in the context of email newsletters and looking at your contact list whether you have 100 emails or you have 1000 emails; one of the best things you can do with those contacts that you already know, people you come into contact with, is to send them an email newsletter.
Now the next step is what you do in that email newsletter. You should provide content that’s going to be valuable to them. Don’t just focus on the new hire you made or the case you just won. A newsletter shouldn’t be about announcements as much as it should be about providing information that the person receiving it is going to care about and might even be helpful to them.
So provide blog articles, maybe blog articles that your firm has written. Maybe include some video where you answer common questions that your prospects have. Make your newsletter interesting and informative to the people receiving it and that’s certainly going to be a fantastic way to use email marketing because it’s going to help you stay connected and top-of-mind with people you already know which in turn could actually help referrals.
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