Attorneys want to know: How often should I email my list?


After yesterday’s post about email, I heard from a lawyer who wanted my take on his email signature. Ah, but it wasn’t a signature, it was an attachment (pdf). I pointed out that

  • Some email servers treat emails with attachments as spam so his emails might not get through,
  • Some people refuse to open attachments because they’re afraid it might contain a virus, and
  • Many people simply won’t take the time to open an attachment.

So, while his attachment has some good information in it, a lot of people will never see it. I recommended a simple text or rich text signature, so people can see some basic info, and a link to a web page for those who want more.

Now, pdf’s are one thing. When I get an email with an MS Office document attached that I am charged with reviewing, unless there is a reason I need to see the original formatting, I often reply and ask the sender to cut and paste the text into the body of the email. It’s not so much fear of a virus as convenience. It’s easier for me to respond to a text email with my responses or corrections, especially if where there will be a series of back and forth corrections.

Okay, maybe that’s just me. But just in case it’s not just me, my advice is to not send attachments unless you have no other choice.


How often should should you email your list?


If you’re providing valuable information (newsletter, blog posts, resources), information people want and have signed up for, don’t hold back. Write as often as you can.

I email every day, five days a week. I hope you find value in what I write. If you don’t, or you don’t have time to read every email, you can save my emails for later, delete them, or un-subscribe.

There, I said it.

Hey, it’s not a bad word. I get a lot of people un-subscribing from my list. And that’s good.

How can that be good? Well, if they don’t value what I’m sending them for free, they’re not going to hire me or buy something from me, so why clutter up my list or their email inbox?

That’s reality. Some love ya, some don’t. Some listen to your advice, some don’t. Some only want free stuff and will never buy anything, some will.

The same goes for your list. Think about it: Would you rather have a list of 10,000 people who don’t read your emails and won’t hire you or a list of 400 people who read every email, share your content, promote your web site, hire you, and send referrals?


And guess what? The more often you mail, the more of your services you’ll sell. That’s a fact, Jack.

So don’t worry when someone un-subscribes from you list. It’s a good thing. And don’t worry about writing too often. As long as you are sending valuable information that (the right) people want to consume, you almost can’t mail too often.

I’m on several email lists that don’t send valuable information. Every email is either an ad or an invitation to a webinar where products will be pitched. No tips, resources, or advice. And many of these email me daily. Sometimes twice a day. Why on earth do I stay on these lists? The value to me is that it lets me see what other marketers are doing. I skim and delete. But I stay subscribed.

Value is in the eye of the beholder.

Now I don’t recommend emailing nothing but ads for your legal services. It’s true, these marketers wouldn’t continue sending nothing but ads and webinar invites if it wasn’t working for them, but they’re not selling legal services. Make your email (and website content) 90-95% valuable content, only 5-10% promotion.

And every practice is different. I doubt many people want to get daily emails from their criminal defense attorney no matter how good the information is. But every client is also a consumer so if you are sending consumer tips and advice, daily might be just fine.

There is a risk in not emailing often enough. If you email quarterly, for example, you risk people forgetting who you are and sending your email to spam. Not only do they ignore your message, you get penalized.

You need to write often enough to keep your name in front of your list. Once a month is probably the minimum, and that’s cutting it close. Once a week is much better. If you don’t think you have enough for a weekly email, write shorter emails. One or two tips is all you need.

Stay in touch with your list. You can build a very large law practice with email.

Create value. Build a list. Mail often.

Marketing made simple: The Attorney Marketing Formula