One of the biggest fears attorneys have about using an automated marketing service is that it will scare away potential clients or that it harasses people after they have requested information. However, this is simply not the case. While some have the misconception that triggered emails annoy, the data are in our favor: automated marketing simply works. Microsoft has used triggered emails to increase click-throughs by 2,100 percent, while Jet Blue’s triggered emails produce 1,640 percent more revenue than promotional emails.
When thinking about triggered emails and automated marketing, it is important to remember, first and foremost, that your contacts willingly gave you their information! They want to hear from you and they are looking for more information and more answers. Triggered emails are actually “more polite” than promotional emails—they are only sent to people who ask for them.
Also remember that triggered emails should be filled with things that the reader wants: more free offers, more information, and more encouragement. Who wouldn’t want to receive that? As long as your emails are warm, courteous, and brimming with things that the reader is interested in, you won’t be doing harm.
And if you are still afraid of using triggered emails, consider this: anyone who is annoyed by your correspondence can either request to be taken off of your list or can put your emails in his spam folder. No harm done.