Entries in Email (3)

Monday
26Oct2009

Stay Closer to Clients - 4 Tips for Better Email Newsletters

I have a love-hate thing with email newsletters.

On the one hand, I am consititutionally incapable of refraining from signing up for an email newsletter from any business I patronize. Erik see sign up list. Erik sign up. On the other, I occassionally stare at my overstuffed Gmail inbox with the intense desire to nuke the entire thing.

While I will sign up for newsletters with reckless abandon, simply making it into my inbox is no guarantee that I will actually read the thing. In fact, I delete most of the newsletters with the same gusto that I signed up for in the first place. Every once in a while, though, I'll actually read one.

I signed up a while back for an email newsletter from a restaurant near my home (Acme in Carrboro) that I go to now and again. I wouldn't say I am a regular there. I signed up for the email because my mom told me that she really liked the emails she received from Acme. (Don't you get all of your tech tips from your 70 year old mother?) So I decided to give it a shot.

I've been getting weekly emails from Acme for a couple of months now, but yesterday I got one that stood out. I not only read the entire thing, I called my wife over so I could read part of it to her. By the time I finished reading it, I was ready to call Acme for a reservation. As far as email newsletters go, this one was a big success.

All of that got me ruminating on what was so good about this newsletter and how could I (or you) put that to use in my own (theoretical) email newsletters. After reading through it a few times, I pulled out 4 things that made this particular newsletter really work.

1. Be Engaging

The do not pass Go, do not collect $200 threshold issue for a good email newsletter is that it needs to be engagingly written. If your newsletter does not hold your reader's attention, nothing else much matters.

The newsletter from Acme was engaging. It contained a funny story about a person who raised her own Thanksgiving turkey and the subsequent flight to freedom of said turkey to the top of a nearby tree. It was funny enough that I read it to my wife, who in the interest of full disclosure, sympathized with the turkey and found the story somewhat less hilarious than I.

Don't fret if you don't have the comic storytelling chops of David Sedaris. Your email does not need to be roll on the floor funny -- it just needs to be engaging enough for your readers to actually read it.

2. Offer Value

Funny, engaging stories are great, but not enough. You also need to offer some value, some content, other than your story telling ability.

The real message of the Acme newsletter was: Thanksgiving is coming up; it takes a lot of work to prepare Thanksgiving dinner; and going out for Thanksgiving dinner (at Acme, for example) might be a nice change of pace.

The good folks at Acme realized that I, like most Americans, will shortly be trying to figure out what I am going to do for Thanksgiving. They also realized that I know how much work getting ready for Thanksgiving is and that I might be interested in some alternatives. Then they offered me an alternative: skip the hardwork and take my family to dinner at Acme.

The newsletter offered value to me by solving a problem that I had not yet worked out.

3. Be Personal

One of the things I really liked about Acme's newsletter is that it was personal. It did not sound like some corporate non-speak produced by a PR flack. It sounded like a person. That alone goes a long way in my book. I'd guess your clients would feel the same.

That said, this creates a thorny problem for lawyers. We spend a lot of time in law school and legal practice learning to behave like professionals, like officers of the court. While this is an indispensable thing for lawyers to learn and perfect, it is not a skill that is particularly helpful when it comes to staying close to clients.

It's a fine line to walk: to retain professionalism but show humanity. I don't have great advice for exactly how to do it, other than to suggest you imagine yourself dealing with a loved one battling a serious illness. Imagine your conversations with the doctors. Imagine how you would like them to treat you, to talk to you.

If you are anything like me, you want them to seem professional and on top of their game, but you also want them to convey that they understand that this is a very big deal for you and your loved one. It's not an easy balance, but it is do-able, and it starts with understanding that professionalism and humanity are not incompatible virtues.

4. Include a Call to Action

If you take the time to write an email newsletter, make sure you know what you want your readers to do after they read it. Do you want them to call you? Click on your website? Refer a friend to you? Schedule an appointment?

This doesn't have to be a sleazy Sham-Wow "act fast, supplies are limited" kind of appeal. Deciding what you want the reader to do is the framework that the entire endeavor rests on. As Steven Covey wrote in his landmark Seven Habits of Highly Effective People: begin with the end in mind.

The Acme newsletter had two calls to action: one was for the reader to make reservations to have Thanksgiving dinner there. (I think I am going to do exactly that.) The second was a reminder that on Tuesday (a slow restaurant night, generally) nights they run a particular special. The newsletter comes out on Tuesdays at around 5:30pm, so it is well timed for readers to take them up on the call to action.

It doesn't matter whether your email newsletter promotes a law practice or a restaurant, the basic rule is the same: don't serve up spam.

Monday
05Jan2009

How to Manage Your Email Inbox in Three Steps

Ding.

That’s the unwelcome sound of yet another email arriving in your already overstuffed inbox.

Just a few years ago that sound filled us with wonder at the communication possibilities of the internet and now that same sound fills us with dread at the ever-increasing pile of obligations landing on our electronic plate 24 hours a day, 7 days a week, 365 days a year. Email overload. It would be nice to blame this email overload entirely on spam but spam is only part of the problem. Every day we get all kinds of junk mail in our snail mail boxes as well, but most of us are not filling our homes with piles of unwanted mail.

Why are we able to effectively handle the volume of mail that comes to us via snail mail but not with our email boxes? Why do we not leave even a small pile of paper mail unprocessed on our kitchen counters while at the same time our email in-boxes sag with thousands of unprocessed emails? What effect is this email overload having on our practices, our stress levels, and our lives?

It doesn’t have to be this way.

You can have an email inbox that is empty at the end of each day. You can experience a greater sense of control and peace of mind knowing that not one email has come into your inbox without being processed by you. Best of all, you can do this without spending a single extra dollar, without hiring a consultant, and by spending less – not more – time on dealing with your email.

Sound too good to be true? It’s not. You have to earn this state of enhanced control by approaching your email inbox in a whole different way. You have to break the bad habits that got your inbox in its current state of disarray and replace those habits with a system that will work to keep your inbox organized and processed.

You have to triage your inbox.

Triage is a medical term for sorting wounded patients by priority order so that finite resources can be spent properly to save the maximum number of lives. You may remember scenes from the TV show “M.A.S.H.” where the doctors and nurses laid out all of the wounded patients in the compound and quickly evaluated them to decide which patients needed to be operated on immediately and which were stable enough to wait for a few hours. That’s triage.

This isn’t rocket science. Triage is what you have been doing to the snail mail that comes into your house every night: you sort it quickly, labeling some to be junk mail, some to be bills to be paid, etc. You probably toss the junk mail in the garbage can, put the bills on your desk to pay later and put the catalogs on your coffee table to flip through.

All you have to do is to apply this same system to your email inbox.

To control your email inbox you must learn to triage your email inbox as quickly, efficiently, and definitively as Hawkeye Pierce triages wounded. You have to evaluate each email that arrives in your inbox once – and only once! – and then quickly sort that email into the right place. Most of us delay this evaluation and sorting process costing us more time in the end. We waste time re-reading the same email multiple times before finally dealing with it and often get stuck dealing with the time-consuming impact of having not responded quickly enough.

For example, let’s suppose an important, but not urgent, email comes in from a client requiring a reply that will take time and care to write. You don’t have the time to reply at the moment, so you leave the email in your inbox and decide to come back to it later. When you return to your inbox later that email is now buried under 40 new emails – some of which are junk, some of which are as important as the previous client’s email and one of which is important and urgent. So, you respond to the urgent email and decide to come back to the other emails later. When you return to your inbox later that initial client email is now buried under 80 emails of varying degrees of importance. In all probability, you have now forgotten about the initial email entirely and will not remember it until that client – now angry that her email has gone unreturned for days – calls and leaves a voicemail that makes your cheeks blush and ears hurt. The 20 minute reply you needed to write now gets replaced with a 45 minute phone call and your previously happy client now is upset.

So, how do you prevent this from happening? How do you triage your email inbox?

First, set up a folder in your email application called “To Be Dealt With”, “TBDW”, “Action” or any other name that signals to you must remember to look in this folder regularly. I call mine TBDW.

Second, every time a new email comes in, follow this 3 Step Triage process:

1) Once you have read the email decide: are you done with it or does it require further action?

a. If you are done with the email, decide if you need it any more:

i. If you won’t need it any more, move it to your trash now.

ii. If you may need it again some day, move it out of your inbox into a storage (but not your TBDW) folder now.

b. If the email requires further action, decide what you need to do with it:

i. If you need to do something that takes less than 30 seconds (such as reply with a simple “yes” or “no”) do that action now.

ii. If you need to do something that takes more than 30 seconds (like make a phone call or send a longer reply) move that email to your “TBDW” folder now.

2) Repeat with every email in your inbox until your inbox is empty.

3) Scan and process your TBDW folder several times a day and deal with the emails as you have the time to do so.

If you triage your email, you will know that: junk emails will always be deleted immediately; email that you need to keep but don’t need right away will always be stored immediately; email that requires follow up action will always be in your TBDW folder; and your inbox will always only contain new emails which can be quickly processed.

Better get to it. I just heard your email inbox “ding.”

Wednesday
17Dec2008

New Law Practice Magazine Column: LegalWEB2.0

Friendly Canadian and SEO expert about town, Steve Matthews, is editing a new column that is making its way into ABA Law Practice Magazine.  The column is called LegalWEB2.0 and it will focus on finding and exploring web 2.0 tools that are pragmatic and ready to plug into your practice.  (If you're not sure what web 2.0 means, here's a good primer.)

The first installment of the column is particularly excellent, as you can plainly tell from the screenshot below: