The Email Blast Client Alert Is Dead!

Developing the Next Generation of Rainmakers The Email Blast Client Alert is Dead! Yesterday I posted: Do you have any NEW cheap moves  and promised to share with you additional moves the Spencer Fane Britt & Browne LLP  Labor and Employment Law Group  are making to better serve the firm’s clients and attract new clients. If you are a regular reader you know that I believe blast email alerts are not an effective way to keep clients informed. On the other hand, I believe when a lawyer sends a personal email with the alert, that can be effective. When I met with him last week, I asked David Kight to share with you what his labor and employment law group is doing instead of blast alerts. Guest blogger David Kight Like most law firms, we sent out client alerts from time to time.   The Labor and Employment Group at Spencer Fane was no different.   If there was a major legal decision in our area of law, you can bet that we sent a client alert.   However, we found that our clients were getting several different client alerts on the same case or development.   We found that unless we were first to market on the alert, our alert could (and we suspect did) get lost in the shuffle.   In talking to our clients, we also learned that the alerts may have been interesting to lawyers in our area, they were not practical.   In short, our clients weren’t particularly engaged with our client alerts. So, we went back to the drawing board.   Instead of evaluating whether a development was “client-alert-worthy”, we decided that there were multiple avenues of communicating with our clients.   We began this process as we were cleaning up a mish-mash of blogs that we were bringing to a new platform along with a roll out of a new website.   We dropped the three topic specific blogs for a unified blog.   We then developed several different items: We took a critical review of what we did, how it was received and how we could improve on a client alert.  We went a different way and we are getting great responses.   So, with only a few exceptions, the client alert is dead at our firm.   Our clients will not miss it. Your clients will not miss receiving blast email alerts. Which of Dave’s ideas could you implement? I practiced law for 37 years developing a national construction law practice representing some of the top highway and transportation construction contractors in the US.