How can we improve our marketing e-mails?

Ask Snap-D

By Sandra Napoli-D’Arco

Looking for advice on how to grow your solo practice or build your small, midsize or large law firm? Send all legal marketing, business development, strategic planning and firm management questions to Sandra@snap-dmarketing.com. Responses to reader questions will appear anonymously in Ask Snap-D every Wednesday.

Sandra Napoli-D’Arco, founder and president of Snap-D Marketing Inc., is a legal marketing and business development consultant. She has led marketing and business development teams and initiatives for firms with national practices.

Posted October 8, 2014 2:33 PM

Dear Snap-D, We will be sending an e-mail blast within the next month and would like to get a good rate of readers opening the message. Is there anything we can do to increase the open rate?A: First and foremost, you need to have a deep understanding of your client base as well as their needs, as this can be key in creating an effective e-mail marketing strategy that produces high open rates. With that said, your subject line needs to be enticing, yet not obnoxious. Avoid words such as free, help and reminder …

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