Short emails do better
Email marketing was a big topic of discussion among continuing legal education providers when LERN’s Associate Vice President for Marketing Suzanne Kart presented “Marketing in the 21st Century” at the ACLEA conference in Chicago in August.
ACLEA, the Association for Continuing Legal Education, serves CLE professionals worldwide.
Kart reports that during her one-day preconference workshop participants said email is one of the top ways they reach their customers.
Three takeaways from the group are:
- Shorter emails are far more effective than longer ones. It’s best to send recipients to your website for more information.
- Targeting is vital. For instance, trial attorneys do not necessarily want to take the same courses as family law attorneys.
- Emails need to be sent at least six weeks before the course starts in order to give participants lead time to adjust their schedules.
The workshop drew attendees from all across North America including New Hampshire, California, Alberta, British Columbia, and Washington D.C.