Should I automate my marketing follow-up campaigns? Wouldn’t that be less effective than following up personally?

We admit: there’s nothing better than sending a thoughtful, unique, and personal email to every person who fills out a contact form on your website or requests a free offer. But is it practical? And is it as effective as it first seems?

We don’t think so.

When you look at the big picture, sending automated marketing responses trumps trying to follow-up individually every time. Not only does it save you a significant amount of time and money, but it also presents opportunities to sharpen your game.

First and foremost, automated marketing gets you out of the office and completing more important tasks—whether it’s helping a current client or spending time with your family. While it’s nice to write a personal note, the personal note doesn’t have the huge benefits you may think.

Next, it is important to understand that automated marketing makes it possible to better track your responses and your marketing campaign effectiveness. If everyone is receiving the same emails and “touches,” you can easily see what is working and what is not working. You can also look at data to determine if you are sending too many communications or too few.

Finally, you should know that automated marketing helps your potential clients, too. It reminds them of their interest, provides them with helpful information, and makes them feel welcome at your office. If they aren’t interested in your legal services, they can simply opt out of future communications.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.