Email campaigns, or eblasts, are great for client retention and lead generation—when they’re done correctly.

If your eblasts aren’t generating the results they once were, or never have, and you’re not quite sure why, these 5 tips will shed light on possible problems, and help turn the interest back on among your subscribers.

1. Do Your Emails Only Discuss Your Firm’s Services?

If so, how boring is that? Think of the last email you received that was 99% salesy in nature. Even if you love the company it was sent from, were you really interested in hearing nothing but company promotion? Of course not, and this is no different from your subscribers.

You can promote your firm, but do so lightly. Make sure your emails contain valuable, interesting content such as legal tips, instructional videos, photographs, infographics, trivia questions or games, etc., that a subscriber will be happy to receive, not regretful.

2. Are Your Emails Repetitive or Drawn-Out?

It’s been said that our attention span is getting shorter by the minute, thanks in part to the lightning speed of social media, YouTube videos, texting, and more. In fact, if you’re reading this article, it’s likely that you’ve been skimming it, rather than reading it word for word. Hmmm?

With this in mind, keep your emails short and to the point. Overbearing text, too many graphics, or long-winded articles will repel your subscribers. Ask yourself, would you thoroughly read your emails if they were sent to you, or would you hit delete within a few glances?

3. Is Your Email Delivery Consistent?

Even the best content in the world won’t save your campaign if your emails are only sent once a month—attention spans apply to remembering people, too. If your content is smashing, you can try to send an eblast once a week, but once every two weeks is ideal. This keeps you fresh on the minds of your subscribers, and gives you time to produce content that’s current and engaging.

4. Do Your Emails Have a Clear Call-To-Action?

If your eblasts end with a “See You Next Time” kind of vibe, you’re not making it clear that a prospective client should contact you. Make sure that your content encourages someone to contact your firm to learn more, and provide examples of how you can help. And, make sure your firm’s contact information; social media handles, direct numbers, etc., are clearly visible.

5. Are You Testing Your Emails?

Using your website, blog, and social media pages to test the content of your emails is a great idea. Not only will you see where the interest lies, if a specific topic is generating enough buzz, you can create an entire eblast around that topic. This shows your subscribers that you’re interested in what they’re interested in, and it’s your pleasure to provide them with ample information on the subject.

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