December 2, 2021

Volume XI, Number 336

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Law Firm Marketing: Build a Better Email List by Using "Opt Out"

Developing a robust marketing email list should be at the core of your law firm marketing effort to build credible, long-lasting, relationships with your clients.

Whether you’re in the beginning stages of building your law firm marketing prospect list or the mid-to-late stages in which you’re seeing clients from that list choose you again and again. . . . the key is to build, cultivate and vet the list on an ongoing basis.

The overall law firm marketing goal of your list is to cultivate relationships that move the prospect to become a client.

The value of “Opt Out” -- allowing prospects on your law firm marketing distribution list to leave your list at any time and for any reason they like – is that it helps you reach your goal of creating a highly motivated core list of clients and prospects more quickly.

Of course, there are many law firm marketing planners who believe that openly allowing prospects to leave their list only encourages them to do so.

And that may be true.

The question is – why would you want to keep sending free legal information to an individual who doesn’t want it, won’t use it and isn’t interested in your services?

On the other hand, if by allowing those individuals to leave your list, you are actually increasing the health of your list.

You are refining it into a tighter, healthier, more highly focused, highly motivate group of individuals who are interested in what you have to say and the services you have to offer.

So, don’t hide the “Opt out” box in fine print at the bottom of your newsletters or bury it in text in your e-mail tips or create a long, convoluted process for them to remove their name.

Display the “Opt out” box prominently along with a succinct message that spells out what they will be missing – insightful answers to their most pressing legal questions at no cost.

© The Rainmaker Institute, All Rights Reserved National Law Review, Volume II, Number 317
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About this Author

Stephen Fairley legal marketing expert, law office management
CEO

Two-time international best-selling author, Stephen Fairley is the Founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. Since 1999, he has built a national reputation as a legal marketing expert and been named, “America’s Top Marketing Coach.” He has spoken numerous times for over 35 of the nation’s largest state and local bar associations.

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888-588-5891
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