1. BE A BUILDER
You should be building your email list at every opportunity. This includes existing clients, new clients, subscribers to your blog and professional introducers.

2. BE SPECIFIC
Segment your email lists to increase your responses rates. Targeting your messages to a specific group will improve your open rate, click through and conversions.

3. BE CREATIVE
The single biggest factor in whether your email gets opened or not is the subject line. ‘Spring Update’ or ‘Latest News’ aren’t likely to break any records. Put yourself in a client’s position, does that subject make you want to find out more? If not don’t send it.

4. BE INTERESTING
The content you send out must be relevant, up to date and interesting. Vary the style of the emails you send out, number of articles and overall length.

5. BE REGULAR
The aim of your email marketing should follow AIDA – Awareness, Interest, Desire and Action. To move clients through these stages you need to be in regular contact with them and make sure there’s a call to action telling them what to do next.

6. BE COMPLIANT
Always include your company name, unsubscribe link and a valid reply to address. Best practice suggests you should include your physical mailing address too.

7. BE AN ANALYST
One of the great things about email marketing is that you can easily track how it’s performing. Once you have a base line in place the next step is to test the variables, which might include the subject line, the call to action and the time email is sent.

8. BE CALLING
If you want to get more from (or get started with) email marketing we’d love to help. Call 01253 969166 and tell us where you’re up to.

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Thornton Legal is a leading legal recruitment company, recruiting for legal jobs in Liverpool, Manchester, Leeds, Chester and Preston. We are passionate about providing a professional, innovative and reliable legal recruitment service that is focused on quality and ensures our clients are matched with the strongest legal talent available. Contact one of our legal recruitment consultants today on 0151 307 5757 or This email address is being protected from spambots. You need JavaScript enabled to view it. to see what we can do for your law firm or legal career.