In astronomical terms, a “black hole” is an area of space that has a gravitational field that is so intense that no matter or radiation can escape. That sounds like a pretty serious dead end. Well, what is the “black hole” of emails? The infamous spam folder. That’s right, the arch enemy to any ambitious email marketer is the big, bad black hole of a recipient’s email spam folder, from which no radiation or marketing email can escape.
In the last series of blogs, we have put forth a number of ideas as to how you can effectively use email to your law firm’s advantage. We covered the reasons why email marketing should be a part of any law firm’s digital marketing strategy, the different types of email campaigns your law firm can launch, and how to get the most out of your firm’s database of email addresses.
Now, we move on to the last part of our pitch on using email marketing for your law firm – how to ensure that your carefully crafted marketing emails do not land in someone’s spam folder, never to be seen by human eyes.
Thus, in this article, we are going to go over 4 ways to avoid having your email marketing pieces marked as spam. If, after reading this blog, you feel that you still need some extra technical expertise for the email marketing campaigns for your firm, we invite you to call the top-notch legal marketing agency in West Palm Beach, Florida, Oamii.
Our Oamii marketing specialists can provide effective email marketing services that are second to none, at a reasonable price point. Contact us today by filling out our online contact form, or by calling us at 561-228-4111.
Don’t Get Marked as Spam
We all get a lot of emails in our inbox. Lots of times the emails are marketing emails that may motivate us to hit the “unsubscribe” link. Given that knowledge and from reading some of our previous blogs, you know that you need to be careful that you do not overuse the email marketing tool.
Indeed, you want to be the classy, content-driven, useful-information type of law firm, disseminating helpful information to your recipients so that you remain on top of mind. You do not want to be the “boy who cried wolf” type of organization that emails way too much, way too often.
But, with any business, your law firm emails may be marked as spam. So, you need to take a few precautions to reduce the risk of your marketing emails suffering that “black hole” type of fate.
Remember, one of the most important aspects of an email marketing campaign is the so-called spam rate. Here are four ways to avoid being marked as spam:
#1 – New Firms, Take it Slow
If you are a new practice or if you just started using a new email domain (for example, if your XYZ law firm just started using emails with the extension “@XYZfirm.com”), then in the initial stages of your email marketing campaign it would be a good idea to limit the number of emails you send.
Email providers and spam exchanges will flag a high volume of emails from a new email domain as suspicious. That level of suspicion goes down as the email domain is used frequently over time. Accordingly, if you are just setting up the firm, put limits on the numbers of marketing emails you send.
#2 – Ask for Permission
It is a less-often used technique, but it can be effective. You can simply show courtesy to your email contacts by asking for permission to sign them up to your marketing emails. Of course, this will decrease the number of subscribers on your email list. Yet, by the same token, when you send emails to those who have already agreed to receive your correspondence, then the rest of your numbers – such as the number of open emails, and click-throughs – will generally be a good deal higher.
Of course, when it comes to the black hole of spam, getting permission first will significantly minimize the chance that recipients will manually mark your emails as spam. Also, you should make sure that you give your recipients a chance to unsubscribe, again out of courtesy and professionalism. So, at the bottom of all of your marketing emails, always include an unsubscribe button to make it easy to opt out for those who wish to do so.
#3 – Verification Records
With regard to verifications records, this can be more technical. You might want to have your webmaster or IT professional set up these for you. In short, you want to ensure that your law firm’s email has added authentication and security verification. Those enhanced security features include additional data along with your emails (like carrying a mini-passport) to verify that the message is legitimately from your email address.
#4 – Avoid “Spam” Trigger Words
There are a host of spam trigger words that could force your email to be redirected to the spam folder. Try to avoid them. Some examples include, “Free consultation,” “Email marketing,” “Please read,” “Click below,” “Avoid bankruptcy,” and “Don’t hesitate,” just to name a very few.
The key here is to avoid seeming like you are making exaggerated claims, avoid being too pushy, avoid creating unnecessary urgency, and avoid words that make something sound too good to be true.
In sum, take a little extra time, and you will be able to ensure that your marketing emails do not suffer the dreaded “black hole” of the spam folder.
Get Assistance with Your Email Marketing with the Legal Marketing Agency in West Palm Beach – Oamii
At Oamii, we provide quality products and services to our clients while keeping their best interests in mind. As a legal marketing agency in West Palm Beach, Florida, we have a great reputation, we pride ourselves on always being on schedule, on budget, and on scope.
You have a choice with your marketing dollars and resources. If you want to increase your marketing reach and want a company that focuses on email marketing and SEO for law firms, then look to the help of an experienced, professional, legal marketing agency in West Palm Beach like Oamii. We welcome you to contact us at Oamii to help you market your firm and build your book of business. Please fill out our online contact form, or call us at 561-228-4111 today.