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!

Back to Basics: A Single Source of Truth

In our Back to Basics series, we’re doing just that – getting back to basics to understand the fundamentals of CRM and why it matters to your firm. In this post we’re looking at CRM as a single source of truth and what that means.

As we wrote in our last post, the main job of any CRM is to store and organize your firm’s contacts – all the details, any communication or touch points you’ve had with them – in one place (i.e. a single source of truth). CRM helps your firm’s professionals stay connected to your clients and can help improve profitability and internal processes (see ROI: Boost Revenue with CRM).

So yes, at its most basic, CRM provides you with a single source of truth for your firm’s important clients and contacts. With so many data stores available at most firms, it can be difficult to know what to trust. A CRM provides you with a single, reliable source of truth where your clients, contacts and opportunities exist. This is also why integrations are so important.

An essential feature of any CRM should be the ability to integrate with other systems (see Bridge Building with CRM). When you integrate CRM with your firm’s existing systems, data from your technology stack can be captured across platforms and you can rely on your CRM as, yes, you guessed it, a single source of truth. At ContactEase, we know that we make a great CRM. We don’t want to do it all. That’s why we partner with other popular applications that your firm already knows and uses.

In recent years we’ve introduced integrations with marketing automation systems like Constant Contact, Mailchimp, and Vuture and time and billing systems like Aderant, Juris and Elite. We are constantly evaluating the market and speaking with our clients to connect with the systems they are using. If your systems don’t talk to one another, you run the risk of having information that is outdated, incomplete and just plain wrong. When you make CRM and data integrity a priority, your firm will be better equipped to understand where your communications with your clients and prospects stand.

Talking Points: Does My Firm Need CRM?

If there’s no single source for information at your firm, you run the risk of duplicating outreach, having outdated information, and leaving key contacts off of important mailings. CRM can provide a single view of every client’s contact information and firm outreach, without which, you may not be able to fully implement strategic marketing and business development initiatives.

The State of CRM at Law Firms: A Market-Wide Study

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Nearly 75% of all law firms have some sort of Client Relationship Management (CRM) system in place, yet respondents to a recently released survey indicate that few of their lawyers regularly use it. In contrast, ContactEase users report a higher-than-average utilization rate for their attorneys. The Ackert Advisory’s “The State of CRM at Law Firms” examines utilization, user experience and return on investment (ROI) of CRM platforms and their relationship to business development.

ContactEase was recognized by its users in a number of areas. Among the findings:

  • ContactEase (24%) and InterAction (45%) lead the CRM legal market with a combined market share of 69%.
  • ContactEase has increased its market share by 6% since last year’s survey.
  • ContactEase users reported a higher utilization rate than the overall market.
  • ContactEase users reported a lower level of data entry issues and a less complicated interface (in comparison to other CRM systems).
  • ContactEase users reported an average of 18% of lawyers use CRM regularly (the majority of survey respondents indicated 0-5% of their attorneys utilized CRM on a regular basis.

About ContactEase
ContactEase communicates with clients and prospects to enhance existing relationships and drive new business. In addition, ContactEase works with firms to develop ROI with business analytics and opportunity/pipeline management tools, and integrates with accounting and other systems.

ContactEase has a greater than 90% adoption rate due in part to its seamless Outlook integration, easy-to-use tools and a highly experienced support team. ContactEase can pull contacts from email, alert users of changes in their data, integrate with telephone systems, allow updates from mobile devices, allow contacts to RSVP online for events and update their own data.

Selecting the right CRM platform is essential to the success of any firm’s marketing and business development program. For more information about ContactEase and CRM best practices for getting buy-in, implementation, data management and ROI, visit our resources page.

ContactEase is used by over 250 law and accounting firms, with 16,000+ users worldwide. To read the report in its entirety, click here.

 

ContactEase CRM Welcomes New Law Firm Client: Osborn Maledon

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ContactEase CRM welcomes new law firm client Osborn Maledon PA with 50 attorneys located in Phoenix, Arizona. Visit them online at  www.osbornmaledon.com.

 

 

ContactEase CRM Welcomes New Law Firm Client: Paley Rothman

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ContactEase CRM welcomes new law firm client Paley Rothman with 40 attorneys located in Bethesda, Maryland. Visit them online at www.paleyrothman.com.

 

Getting Buy-In For CRM, A Step-by-Step Guide

handshake of businessmen.You’ve done your research: you know that CRM can maximize efficiency, help your department dramatically shrink the time it takes to organize mailing lists, and get targeted communications out the door and into the right hands. But first you have to convince management it is worth the investment.
Download our step-by-step guide to help you define the cost of not having a CRM…

http://www.colevalley.com/Resources.aspx

Webinar: Getting Partner Buy-In for CRM!

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Wednesday, November 02, 2016

2:00 PM ET – 3:00 PM ET

Register to attend – https://attendee.gotowebinar.com/register/711881380025152769

Need CRM, but worried about getting buy-in?

Learn how to build consensus and understand the needs within your firm. Hear how others have obtained buy-in from management and most importantly, hear from management directly.

Firms realize the need to be more efficient, replacing existing systems like spreadsheets and obsolete products, but what does it take to move forward? Our panelists will teach you how, why and when to ask for CRM in your firm.

Our panelists will discuss:

  • How they won approval for CRM in their firms
  • What problems prompted the why CRM discussion within their firms
  • What was the process for identifying the internal champions
  • When did each of them make a business case for CRM and ultimately get it approved

Meet Our Panelists:

  • Paul Morton, Chief Operating Officer at Burns & Levinson, a Boston-based firm with more than 125 attorneys and offices in Providence and New York.  He is responsible for facilities, finance, human capital, marketing and business development, operations, strategic planning, and technology within the firm.  He has managed law firms for more than 30 years.
  • Paul J. (PJ) Sawchuk joined in 2006 Franklin & Prokopik, a mid-Atlantic law firm with about 65 attorneys focused on insurance defense.  In his role as Director of IT, he develops and implements strategic initiatives to align technology with business process. These responsibilities also include direct oversight of end user support operations, facilities and systems management, and leading interdepartmental projects.
  • Jaclyn Braga has worked in marketing for service industries for over 12 years. As the Marketing Manager at Morse, Barnes-Brown & Pendleton, PC, she led all marketing initiatives for the firm of 40 attorneys, including website management, social media development, advertising, and CRM roll-out and integration. Jaclyn recently moved to the accounting industry and now holds the position of Director of Marketing at Tonneson + Co.

For more information about ContactEase CRM Made Easy for Professional Services Firms, please contact us: 1-800-447-1712 ext.2 or sales@colevalley.com.

CRM Data Management Best Practices Whitepaper

Data ManagementMaximizing Business Development and ROI

On a scale of 1 to 10, with 10 excellent, how would you rate the data in your client relationship management (CRM) system? It will never be perfect, but if it’s not close to 10, you’re not realizing the full potential of CRM. Misspelled names, incorrect addresses, incomplete information and duplicate records can limit the effectiveness of even the most powerful software. In short, the quality of your data is a key determinant of the success of your system.

Building and maintaining a clean and complete database can be a real challenge for a number of reasons, including:

  • Inconsistencies may exist between different databases utilized for different purposes (e.g. billing and mailing)
  • Professionals can be reluctant to share information about key contacts
  • Having no clear goals, no data management plan, and little or no training
  • Responsibility for maintaining the data is unclear
  • Data management is not a priority and falls to the bottom of to-do lists

Having clean, accurate, complete and up-to-date data is essential to CRM success.To find out what firms are doing to meet the data management challenge, ContactEase CRM convened a panel of professionals with extensive CRM experience and created a whitepaper to help you achieve success.  For the full whitepaper visit our website – http://colevalley.com/Resources.aspx

For more on data management and other aspects of CRM, please call ContactEase at 1-800-447-1212 ext 2 or visit colevalley.com.

ROI: How CRM Can Boost Revenue, Case Study by Foster Swift Collins & Smith, PC – Part 2, Planning

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For our last post, we shared  ROI:  How CRM Can Boost Revenue, a Case Study by Foster Swift PC, Part 1, Need.  The five-part series will continue to focus on:  1) Need, 2) Planning, 3) Launch, 4) Benefits and 5) More Benefits.

Planning

Because Kim has a market research background, she started by asking the stakeholders what had gone wrong with the previous attempts to implement CRM and what they wanted the new system to do. In addition to surveying the attorneys, she held focus groups with support staff and brought in Chris Fritsch, who is also an attorney, to talk with key leadership about their expectations and the realities of CRM.

Doing all that helped to identify fears, pain points and needs, such as the ability to keep private any personal information put into the system (a separate notes field allows that), as well as to see who made changes to a record (an audit trail makes this possible). It also showed that about 60% of the attorneys were using Outlook to manage their contacts, which meant they were likely to use a system like ContactEase that integrates with Outlook.

Plus, involving the attorneys and support staff in the planning process helped them see how CRM could make things better, and that helped get their buy-in. With the help of several attorneys who championed the cause, Kim convinced the firm’s leaders to go with ContactEase CRM.

What’s up next  – Part 3 is the Launch…ROI:  How CRM Can Boost Revenue, a Case Study by Foster Swift Collins & Smith, PC. For the full whitepaper visit our website – http://colevalley.com/Resources.aspx

To be continued….

CRM – Not in Your Budget for 2016? It could be and here’s how…

Making everything possibleRecently, a firm didn’t have CRM in their 2016 budget and they were able to buy this year taking advantage of a leasing option.  ContactEase has a leasing partner that can help make your investment more affordable.  With today’s low-interest rates, a lease program will allow you to preserve your cash and spread project costs over a 3-year period for a low fixed rate monthly payment. Additionally, they offer the following value added services for ContactEase clients:

  • 90 Day Deferral – you have the option to defer the start of your rental payments for up to 90 days from the project start date.
  • Quarterly or Monthly Payments – you have the option to choose monthly or quarterly rental payments.
  • Progress Payments – First American can make any deposits or milestone payments to Cole Valley on your behalf prior to project completion.

No fees – your program has no fees of any kind.

Please contact Brenda Sleeper at bsleeper@colevalley.com or 800-447-1712 ext. 805 for more information.

ContactEase CRM helps firms acquire and retain clients by ensuring that the right people get the right communication at the right time. Greater than 90% adoption results from seamless Outlook integration, easy-to-use tools, and a highly experienced support team. ContactEase is used by over 250 law and accounting firms, with 16,000+ users worldwide.