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    Email Marketing for the Entrepreneurial Attorney
    Email Marketing for the Entrepreneurial Attorney
    Email Marketing for the Entrepreneurial Attorney
    Ebook67 pages35 minutes

    Email Marketing for the Entrepreneurial Attorney

    By Dave Clough

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    About this ebook

    Attorneys have been hesitant to adopt the marketing tools offered by the internet, though it would grant them access to a massive potential client base. Email marketing is the most direct, personal, permission-based method of reaching out to past, present and potential clients. How can attorneys use email to effectively marketing to gain and keep clients?

    LanguageEnglish
    PublisherDave Clough
    Release dateJun 6, 2016
    ISBN9781533721464
    Email Marketing for the Entrepreneurial Attorney

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      Book preview

      Email Marketing for the Entrepreneurial Attorney - Dave Clough

      Introduction

      Attorneys have been hesitant to adopt the marketing tools offered by the internet, though it would grant them access to a massive potential client base. This hesitance is mainly due to three fears:

      Being perceived as one of those late night PI lawyers

      The possibility of violating legal ethics (for more on this, download our book: Attorney Ethics Limitations on the Internet: How the New ABA Model Rules Affect Marketing for Lawyers)

      Lack of knowledge of how to market online

      However, despite the many holdouts, there are still some who have begun to accept and explore the exponential marketing possibilities the online world has to offer. They have created Twitter handles, Facebook pages and LinkedIn profiles, created websites for their firms, and started writing informative blogs on their websites. Yet the most often overlooked (and arguably the most powerful) marketing tool that the internet has to offer is email.

      Email marketing is the most direct, personal, permission-based method of reaching out to past, present and potential clients. Interestingly, there are many rituals most of us do as part of our morning routine: we wake up, make breakfast, take a shower - and nearly everyone with internet access checks for new email.

      Why Is Email Marketing Often Overlooked By Attorneys?

      There are a few reasons why email marketing may often be overlooked by attorneys. These reasons include:

      Confusion with CAN-SPAM Requirements

      Belief that it takes too much time to do

      Lack of knowledge about how to do it correctly

      Lack of knowledge about how to create something without violating ethics rules

      I don’t like getting them, why would I create one?

      Presumed Low ROI (Return on Investment)

      Despite these concerns, the following is a strong argument as to why you SHOULD partake in email marketing.

      What is Email Marketing?

      We define email marketing as: directly marketing a commercial message to a person or group of people using email.

      C:\Users\PapaTom\Dropbox\Attorney Profit\Fotolia_38432579_Subscription_Monthly_XXL.jpg

      Both email broadcasts (a large amount of emails being sent out at once) and individual emails sent to a current or potential customer could be considered email marketing.

      Email marketing is used to send advertisements for goods or services, request business or solicit sales. It is also used to build loyalty, brand awareness and trust by sharing timely, interesting information.

      Email Marketing can be done either by using an existing database or by building a new list.

      What is a Mailing List/Contact Database?

      A mailing list or contact database is a list of names and/or email addresses of people to whom material such as advertising or information can be sent.

      Email lists can be bought, created from past clients or built by your firm.

      Before starting your email marketing campaign and beginning to build your list, you should be familiar with the CAN-SPAM Act of 2003 and also Canada’s Anti-Spam Legislation for good measure - CASL.

      Why Emails?

      Do you check your email every day? Most people do – especially working professionals. Email is

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