Improve Your Metrics by Understanding Your Undeliverables

For many marketers, it might seem like getting sign-off for firm blogs and e-alerts (if not getting them written at all) is the biggest challenge to the success of an e-mail marketing campaign, but there’s one thing that matters even more – your email data quality.  

From layout to content approval, firm marketers spend a lot of time on email campaigns before they can even think about sending them. But, what good is any email if it isn’t seen by its intended recipients?

Sending to undeliverable or “bad” email addresses can have a significant impact on you email performance metrics as well as your overall sender reputation. Let’s take a look at two of the reasons why:

  • Sending to bad email addresses can negatively impact your open rate. When you send to bad email addresses, your open rate declines. While there are many reasons a recipient might not open your email, one of the most obvious is that they aren’t receiving them.
  • Sending to bad email addresses can negatively impact your sender reputation. Consistently including bad email addresses may result in flagging your sender account as spam and send emails from your account directly to the junk folder even when an email address is valid.  

So, how do you improve your contact lists?  Here are a few ideas:

  1. Make sure you’re sending to contacts who want to hear from you (opt-in). Whether you have a process as part of your intake of new clients or a subscription form on your website, make sure your contacts want to hear from you and they know what they can expect to receive from you. It’s not just good manners, it’s good business and can also ensure your compliance with privacy regulations like CAN-SPAM, CASL and GDPR among others.
  2. Regularly review your engagement reports. If you have a high number of bounces or unsubscribes and a low open rate, there’s probably a reason why. Make sure you’re removing bounced email addresses from your lists and create a process to research and update with good ones. Keep track of when contacts unsubscribe and target your content accordingly. Think about a tool like ContactEase Change Tracker which can improve your deliverability by looking for changes to key fields like job title, email address and company name.  
  3. Segment your contact lists. Craft targeted content and build targeted lists to ensure that the information you share is relevant and meaningful to your readers.

Taking a proactive approach and reviewing your email engagement reports on a regular basis will improve your email metrics and ensure that your communications are getting to the right people at the right time. As former law firm marketing and IT professionals, the ContactEase team not only advises clients on e-mail and data quality best practices, but we’ve experienced many of these challenges ourselves. If you have questions about how to address data quality at your firm or want to know how firms are handling similar issues, contact us. We’re here to help!

Revisiting ROI

Unsurprisingly, one of the most popular downloads on the ContactEase website is a case study on boosting revenue with CRM. One of the easiest ways to determine the success of a platform is to look at a firm’s return on investment (or ROI), but what may be considered a huge success for one firm may seem insignificant to another. This is why it’s important to go into any implementation with a clear strategy. What may seem like obvious metrics in the beginning may not be as important a few years in. Taking time to revisit what ROI looks like for your firm is a good way to keep your CRM strategy fresh and moving forward.

Many firms begin looking for a new solution because an existing one has failed to meet expectations. And while ContactEase features an industry-leading adoption rate, we’ll be the first to tell you that the platform is second to a firm’s people and processes. Without an emphasis on either of these areas, your CRM strategy will fall flat.

CRM is for Everyone

One of the biggest challenges when it comes to CRM is overcoming some lawyers’ insistence that the system is simply a marketing tool Of course it is, but it can be so much more. Often lawyers won’t make CRM a priority until it affects them directly. For example, one firm came to us after a client received an important notification in their personal email after the relationship partner was asked not to send anything to that address. One tersely worded email from the client was all it took to get the lawyer on board.

Your Firm’s Needs

Before one mid-size firm implemented CRM, they had several contact “databases” (mostly spreadsheets) and thousands of paper cards (in a Rolodex — the original CRM?). As you might imagine, this caused a lot of problems (and a lot of work) for the marketing team. Not only were contacts receiving multiple mailings some weren’t receiving them at all. Hence one of the goals for this implementation was a centralized location for all firm marketing contacts. To some firms this might seem like a simple goal, but for many firms this is everything.

Automate and Increase Efficiencies

An effective CRM also allows firms to streamline communications. Before CRM, many firms spend days if not weeks preparing to send communications. With CRM and integrations with marketing automation tools like Constant Contact, HubSpot, and Vuture firms know they have the most recent contact information available. No, CRM can’t help your lawyers write faster, but it can help ensure you get your client alerts to the right people at the right time.

A successful CRM implementation can pay for itself many times over, but it’s important to to look at more than the bottom line.