Seth Godin recently posted: Mass personalization is a trap. For those of you whose firms send email blasts designed to make clients and potential clients think it actually came from you, I suggest you take a moment to read what Seth Godin has written.
I still get emails every day from law firms, from consulting firms for law firms and from others. I think those emails which are sent to thousands at the same time actually annoy potential clients rather than draw them to a firm or lawyer. I am tired of opting out and then receiving more emails.
If I don’t want email blasts, just imagine how your clients are more busy than I feel about receiving email blasts.
Seth Godin not only posted the recent blog but a few years ago he expressed his thoughts in an interview:
Marketing is no longer about interrupting the masses with unanticipated spam: ads about average products for average people. Instead, marketing is about leading tribes – groups of people who want to go somewhere.
One of the lawyers I coached shared with me a story about an experiment one of her partners had conducted with an alert. Here is the story:
I decided to try something. I picked 40 clients that I thought might be impacted by the new I-9 forms. I drafted a general email text about the client alert. I took the general email text and personalized it in some way for each client so that it did not appear as a mass email blast. It took about 45 minutes to send out these emails.
Fifteen clients emailed to thank me and four specifically mentioned that they were unaware of the changes.
One client used return email to schedule a call regarding an unrelated matter that directly resulted in billable work.
In 2018, the competition to attract and retain clients could not be greater. Adding a personal touch to any contact with clients will set you and your firm apart.