Don’t underestimate the power of email marketing and simply letting your contacts know about a victory you achieved on behalf of a client. Case studies help your contacts know more about what you do and how you do it.
One of my clients recently told me that sending an email blast we did about a recent matter led to new work with a client who did not realize that his firm did work in this area.
Just make sure to not be boastful and talk about what was significant and challenging about the matter. Always step into the shoes of your audience and think about what would appeal to them when crafting content. Add any recent client alerts to the email to boost readership of those pieces.
Always use an email marketing program to ensure that your message is formatted properly, bypasses spam filters and enables you to receive important analytics after you hit send.
The cadence of these emails should not be too often – don’t bombard your contacts with emails or they can unsubscribe and also please use segmentation (so only send M&A emails to corporate lawyers).
The idea with an email blast like this is to let your contacts know that you do certain types of work, that you are busy and achieving victories, which can lead to new business and introductions. Staying top of mind is key. Don’t assume that your contacts know what you’re up to – stay on their radar.