Commentary: E-marketing more than just hitting 'Send'
Seller's Market offers practitioners information about marketing their skills and services as attorneys. An increasing number of law firms are making the switch from paper to electronic communication by launching e-newsletter and e-alert programs. In fact, the popularity and effectiveness of e-marketing have quickly made such programs a must in any law firm's marketing toolbox. But, as with any successful communication, there is the give-and-take factor. E-newsletters have several advantages. They offer timely, direct communications with clients and prospects and are easy to forward (although that ease can encourage a viral effect). They can be interactive, drawing clients directly to your website. In most cases, e-newsletters can be tracked, providing instant access to data on who is opening the e-mail and to offered links.