Legal Marketing: Email Marketing and Trends in Open Rates

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Law firm email marketing open rates have dropped in the last two years, so making your emails pertinent and interesting is important to getting your message read. eLaw Marketing recently released the results of a comprehensive study called, “The State of Law Firm Email Marketing – Benchmarks, Trends and Best Practices.” This report benchmarks five key performance metrics generated by email marketing campaigns aggregating 6,896,610 emails distributed by their 25 most active law firm clients during four consecutive 6-month periods running from July 1, 2008 through June 30, 2010. I wanted to pass along some of their insights regarding open rates and offer some advice on how to surpass the average with your communications.

*To view this report on "The State of Law Firm Email Marketers": http://image.exct.net/lib/ff2313797c67/m/1/State_of_Law_Firm_Email_Marketing.html

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Tom Matte, MAX Advertising | Attorney Advertising

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