Email marketing used to be seen as a blunt instrument. You would create a campaign and blast it out to your entire database of contacts.

For email marketing to be successful today, it must be wielded with more nuance, focusing on relationship-building with specific audience segments and less on mass, generalized distribution. (In fact, among some marketers, email marketing is referred to as “relationship marketing.”)

Legal marketers should strive to target their email campaigns narrowly so the content speaks directly to a specific audience. To do this, you need a quality CRM or email marketing platform that can allow for customizable fields and to assign at least one individual with responsibility for database management to assure quality.

You also need to capture information from your subscribers beyond the standard name, company and contact details. Consider asking subscribers to self-identify other attributes that could be relevant for segmentation, such as:

  • Practice areas of interest
  • Legal topics of interest
  • Industries of interest
  • Interest in networking and professional development

By capturing more details about your subscribers, you will be able to create and distribute campaigns more effectively, which will result in more ROI from your email marketing efforts.

How Can Jaffe Help Your Law Firm with Email Marketing?

Jaffe provides comprehensive consulting services to help your law firm maximize its email marketing efforts. Our digital strategy experts can execute tactics that build your list of subscribers and enable you to capture more-precise information about them. We also have award-winning designers, content strategists and copywriters to assist you with developing quality campaigns that provide real value to your audience segments.

Want to learn more about how Jaffe can help you improve your email marketing campaigns? Contact Alan Singles, VP, Marketing & Graphics Services, at