Integrity Marketing

Structuring Your Email Newsletter

How can you ensure your e-mail marketing campaign is successful, does not annoy your best clients, and does not break the law? I recently attended a workshop with award-winning author and e-mail marketing consultant, Jeanne Jeannings (author of The E-Mail Marketing Kit). She outlilned NINE KEY CONSIDERATIONS for designing an email marketing campaign. Previously, we listed the first two: Deliverability and the "From" line. Research shows that, once your email message "makes it through" the many SPAM filters and abuse blockers, readers decide whether to open or delete your message based on two criteria. The first is the "From" line, and the second is the "SUBJECT" line.  Today we look at the SUBJECT Line.

The Subject Line -- Readers decide whether or not to open an email based first on the FROM line, and second on the SUBJECT line.  Make sure your SUBJECT line:

• Is engaging and benefit-oriented;
• Unique to each issue;
• Puts the most important information first;
• Does not sound "spammy;" and
• Is appropriate for your content/audience.

View from the Preview Pane -- Most readers view their email messages within the "Preview Pane." That is all the space (and time) you may have to get your message across. Don't waste it! Your message has already crossed a number of hurdles (including Deliverability and the Instant Delete!) to reach this point. Capitalize on the View from the Preview Pane to communicate with clients! Design your message with the Preview Pane in mind, and be sure to:

• Include a recognizable logo or brand name;
• Use a benefit-oriented headline or title;
• Make sure the message gets through even if images are blocked; and
• Add a link to view the email online

Check back here soon for the rest of the tips!

Did you know that IMS offers two versions of electronic newsletters? Both versions are:

• Fully customizable with your firm branding,
• Professionally written and delivered as web-page type documents,
• Distributed through a dedicated distribution service,
• Are interactive,
• Include links bringing visitors to your Website, and
• Suitable for use with professional advisors, clients and prospects. 

We do not send, and do not recommend sending file attachments of any sort with (including Adobe Acrobat files) with your enewsletter. File attachments will annoy your readers, not delight them! They don't show up in the "Preview Pane," require too many "extra" steps for the user, download slowly, are not "instant open," and cannot be tracked through an e-mail server. If you store them on your website, search engine crawlers will not index them for key words -- so they do not help your directory rankings the way a web-page style newsletter will. And remember that sending "bulk e-mail" from your law firm is a great way to get the whole firm (AND your ISP) banned for abuse! Try explaining THAT to the managing partner!

Click here to send an email request for an ACTUAL SAMPLE of an IMS client e-newsletter. 

FUNDAMENTALS OF EMAIL MARKETING

How can you ensure your e-mail marketing campaign is successful, does not annoy your best clients, and does not break the law? Here are some tips from Jeanne Jennings, e-mail marketing consultant and author of The E-Mail Marketing Kit.

Top Nine Key Considerations:

Deliverability -- Deliverability is the biggest challenge facing e-mail marketers today. Getting past the numerous spam filters and email blockers is your first hurdle.

Ways to improve deliverability include:

1. Use a professional distribution service that maintains relationships with Internet Service Providers (ISPs), double-opt-in procedures, and is CAN-SPAM compliant;
2. Send your e-mails at an appropriate time of day -- not in the middle of the night; and
3. Include a "white list" request in your emails.

The "From" Line -- Improper "From" lines can send your readers directly to the DELETE key.
Boost your "open" rates with "from" lines that:

1. Clearly identify you;
2. Are instantly recognizable;
3. Remain consistent from send to send;
4. Are not so long they become truncated; and
5. Have both a "display name" and an actual from email address (a false or missing "from" address can get you kicked off an ISP!).

Keep reading future posts for the rest of the tips!

Did you know that IMS offers two versions of electronic newsletters? Both versions are fully customizable with your firm branding, professionally delivered as web-page type documents, distributed through a professional distribution service, and suitable for use with professional advisors, clients and prospects. 

We do not use, and do not recommend using Adobe Acrobat files for online newsletters -- they require too many "extra" steps for the user, they download slowly, they are not "instant open," cannot be tracked through an e-mail server, and even if they are stored on your website, search engine crawlers will not index them -- so they do not help your directory rankings the way a web-page style newsletter will. And remember that sending "bulk e-mail" from your law firm is a great way to get the whole firm (AND your ISP) banned for abuse! Try explaining THAT to the managing partner!

Click here to send an email request for an ACTUAL SAMPLE of an IMS client e-newsletter. 

Gain A High-End Market Position

Another High-End Branding Solution with SELECT® Newsletters!

“Market Positioning” is a popular phrase tossed around by marketing gurus. Unfortunately it is seldom defined and is frequently misunderstood. Market Position may be defined as your “Brand Identity,” or how consumers PERCEIVE your firm. Whether you know it or not, whether you like it or not, you “hold” a position in your marketplace. You may be surprised to learn that your actual brand identity is not at all what you had hoped.

Market Positioning, on the other hand, refers to the process of defining how you wish to be perceived (your brand identity) and implementing a plan to influence market perceptions accordingly. One of the tell-tale signs of improper market positioning is the unqualified or inappropriate lead. If you consistently receive inquiries from prospective clients who do not fit your firm’s ideal profile, chances are you have a market positioning error.

Keating Law has an excellent positioning strategy in place, as reflected in their contemporary, upscale logo. Working from this concept, we created a custom mast head for their SELECT® newsletter and a color palette to match. The design costs for this unique solution (based on their own logo) totaled just $265. As an added benefit, the new design also can be translated to an online presence through e-newsletters (click here for more info) and a custom website!

Click here to request a FREE sample SELECT® newsletter.

To preview a printed copy of Tom Keating's newsletter, send an e-mail request to [email protected], or call James, VP of Sales, toll-free at 1-877-352-2021.

Meet James Campbell, VP of Sales

Greetings. My name is James Campbell, I am the eldest son of Integrity Marketing’s own Jennifer Campbell. I have come aboard to add support to the IMS sales team and to help you better utilize Integrity Marketing's resources to build a more profitable practice through relationship marketing. With more than five years of outside sales experience I have come to understand the importance of not only building relationships but maintaining them as well.

That is exactly what we are all about, constantly building and maintaining relationships through proven strategic marketing methods that have been conceived and developed specifically for you, the estate attorney. My job is to present these tools to you in a way that is easy to grasp, as well as to help you see your potential for growth. Most people are not completely satisfied with their practice profitability, or with their financial situation (no matter how wealthy). If you happen to be one of those people who would like to earn more, and keep more of what you earn, I am the person to help you Thank you for taking a minute to learn a little about me. I would love to have the same opportunity to learn a few things about you and your practice. Please take the time to visit us online or call me toll-free at 1-877-352-2021, ext. 0.