Email marketing is a highly effective way to develop and maintain a relationship with your client base. As long as you know the client or prospective client and you have permission to email them, you can (and should) do so regularly.
One of the issues lawyers face when using email for legal marketing, is the request of a client or a prospect to unsubscribe from an email list. Many people think this is an indictment of their marketing strategy or of their ability to write compelling copy. That is just not true.
When someone unsubscribes from your email list it does not mean you are a spammer. Many people think that an email that contains a marketing message is spam. It is not. In truth this message may be helpful to many people. If someone opts out, they do so for their own reasons. If you have permission to email them, you do not need to worry about this message being misconstrued as spam.
If someone unsubscribes from your email list it means that email is simply not a good communication method for you to use to engage that client. They may respond favorably to other marketing methods and other people may ultimately find this message valuable.
This video provides you with a little more detail.
Using email for legal marketing is smart. If someone unsubscribes, don’t take it personally. few people unsubscribing from your email marketing campaign doesn’t mean your marketing campaign is a failure. It doesn’t even mean that the email was necessarily bad. It certainly does not mean that your legal marketing plan is ill conceived.
Keep in mind that no matter how hard you try to please people, there will always be some folks who are too busy to read your email. Simply accept it and move on.