2021 email marketing checklist and resources for law firms

Key quotes:

• "Essentially, the marketing automation market is a “long tail” distribution of vendors; a few 1+ Billion USD giants, 10 to 25 leaders with 100 Million USD or more in revenue, and then the rest of smaller firms — from 1–3 person micro-SaaS companies to substantial firms with millions in revenue."
• "These companies generate Billions of revenue per year just with their marketing software (and we are not speaking about the other stuff they can sell)."
• "Regarding the strict marketing automation aspect, the Giants have an offering delivering the majority of the functionality expected by a marketing department of large companies."
• "Companies from this segment provide a single product, meaning “only” a marketing automation platform and are usually on the market for 10+ years."
• "Take care, even if some vendors offer a starter kit for only 200 USD/month, the small or medium size company with decent marketing requirements could see its annual bill exploding to 30’000 USD or more."

Key quotes:

• "And webinars surely are not the only tactic here — offering potential customers any free value-added resources goes a long way, particularly if the prospect is unable to start a buying cycle."
• "That said, COVID should be a forcing function to assess the most performant channels and cut the proverbial fat as well as to reconsider your addressable target market: if travel is one of your target industries, you are certainly thinking about how to double-down on some of your others."
• "If your business is serving a hard-hit industry such as travel, consider preemptively offering to extend customers’ contracts by the number of months they were impacted (or even more)."
• "Companies need to provide thought leadership and resources to existing customers mirroring how they would engage new prospects."

Key quotes:

• "Here’s a list of some tactics Supreme used to create the hype we see today: Supreme has mastered the art of limited supply."
• "Three days before their new drops, Supreme launches ‘lookbook’ on their website that provides customers with rich visual engagement with the brand."
• "Supreme’s attention toward exclusivity also continues to amaze to those who join the email list."
• "To send secret emails to a list of selected customers Supreme has been known to select a special group of customers and then send exclusive updates only to this selected group."
• "Supreme’s email tactic is such a mystery that often they do not even send order confirmation receipts to their customers."
• "There are dozens of conversations online regarding order confirmations on Reddit forums and Twitter: Collaborations with right partner can create brand awareness, increase brand momentum and hype for both the parties."

Key quotes:

• "From here, you can use an e-commerce marketing funnel to help you map out your email strategies in a way that you’re targeting the right customers with the right message and at the right time."
• "By adopting this model, you can craft targeted email marketing strategies for your e-commerce business to keep customers engaged and moving in their journey until they take your desired action."
• "Read on to know how each stage of the customer journey differs and how you can use your email marketing automation software to create a successful e-commerce marketing funnel."
• "It begins with the top funnel where potential customers become aware of your e-commerce business and how you’re relevant to their problems."
• "To meet this objective, use these email marketing strategies for your top funnel: Once you have their contact information saved in your email marketing automation software, it’s time to educate them and tell more about your e-commerce business."
• "Again, customers are at different stages of the buyer journey, so use your email marketing to design an efficient e-commerce marketing funnel."