We have so far refrained from email marketing. Now we are changing that, because we have found an alternative to Mailchimp.
We have two preliminary remarks about our intention to provide you with a newsletter in the future:
The idea of using emails for marketing purposes is as old as the email itself. Just as you used to communicate with the public by letter post, it also works in the digital way. An email can do even more than traditional mail: it is faster, cheaper, automated, scalable, customizable and can be combined with a direct request for action or a link. So it has great potential to reach target groups directly.
It is therefore logical that it is also common practice today for companies in the legal sector to build up a database of email addresses. These addresses are then (ideally) regularly supplied with content. The result is a huge flood of newsletters that now flutter into our digital inbox every day. Many users are now annoyed by these mailings. And with good reason: many newsletters are badly made, uninteresting and recognizably made with little dedication. The recipients do not pay any attention to their contents and say goodbye to the mailing list.
"We don't want to annoy our customers and partners!" This could be a conclusion from what has been said with the consequence that email marketing is not used. But this is not recommendable.
Not all newsletters are the same. I like to read emails with interesting articles and appreciate the service of receiving relevant information directly. For information and training purposes I follow certain newsletters very regularly. The important thing is that the email picks me up correctly, and a number of factors play a key role here. For example:
Like everywhere in digital marketing: Content is King! Where I have the feeling that here is alibi email marketing without being really interesting, I press pretty quickly again on "Unsubscribe". Luckily, though, there's also a lot of exciting digital mail. At HeadStarterz we are still convinced that email marketing can be very useful for reaching target groups. If it's done well, that is. We have been very successful with the concept at taxlawblog.ch for several years. The newsletter achieves good numbers and the list of registered recipients continues to grow (we are soon at 1,400 subscribers).
The time of email marketing is therefore not over and can still be part of a clever marketing strategy.
In another blog post you will find interesting tips on how strategic marketing works.
This has practical, technical reasons. As a small company our time resources are limited.
For our customers we are responsible for some newsletters. In most cases these mailings are generated and sent with the program "Mailchimp". Mailchimp is the leader in the market of newsletter software. The tool has many useful functions and has consequently become widely used. Also many law firms sprinkle their clients with Mailchimp-based email newsletters. Whoever works with it (usually the internal marketing team) knows that Mailchimp is not easy to use. Problems arise, for example, where adjustments to the templates need to be made. Difficulties are also sometimes caused by the automated integration of website content (e.g. blog posts or news items). By the way, Mailchimp does not offer many possibilities to individualize content or to evaluate the interests and behavior of the recipients. You can get some information about click rates, but it is difficult to use it for the targeted use of certain target group interests.
In fact, we have been lacking the capacity to provide you with regular mailchimp-based newsletters.
If you subscribe to our newsletter in the future, we aim to provide you with interesting content from the world of marketing and communication in the legal industry. For this we need a tool that helps us to better respond to individual needs and interests. Not all topics interest the members of our various target groups equally. And it's not our style to simply shoot out content helplessly in the hope that one of you will find something exciting by chance. It's also a waste of time, because all the resources invested in communicating exciting topics are wasted.
But now we have finally found a new solution. The tool has the following three advantages:
We are glad that the channel of email marketing is open to us in the future. We would therefore be very pleased if you would give us your email addresses and subscribe to our 4x-annual newsletter. -> Many thanks!
We help companies to structure their email marketing and support them with the technical implementation of a feasible process. We are also happy to help with the content management of newsletters. However, we usually develop a concept that allows the marketing managers of a company to manage the mailings independently.
We would be happy to show you an alternative to Mailchimp and help you to move your newsletter to another tool. A change can not only save time. It also gives you the chance to learn new things about the behaviour and interests of your target groups.