The fundamental benefits of Client Relationship Management Systems (CRM) and email marketing technologies are enhanced communication, coordination and business development– all things that are essential in a law firm. However, for years, firms have struggled to succeed with these supposedly essential technologies.
For years, research firms liked to offer up controversial statistics suggesting that up to 70% of CRM implementations failed to meet expectations. What wasn’t mentioned was that the reason was often that the expectations were wrong. Additionally, successful email campaigns require that a number of processes be executed in a coordinated manner– often under pressing time constraints. Contact information must be kept up-to-date. Lists must be vetted regularly. Templates and invitations must be created. SPAM filters must be avoided. Requests for opt-outs must be honored. Sending duplicative communications must be avoided. Bounced or returned communications must be researched and corrected. Statistics on open and read rates must be tracked and communicated. Most challenging of all, for all of this to really succeed, the end user attorneys must be actively involved in the process.
The good news is that CRM and e-mail marketing success is possible! This workshop will share the fundamental concepts and best practices for success. Participants will engage in an interactive discussion and exchange of ideas on a variety of relevant topics including:
•An overview of the various CRM systems and email marketing tools
•Ways that firms can leverage technology to provide real value to the firm and attorneys
•Strategies that firms can use to encourage attorney participation
•An evaluation of the costs and benefits of integrating the CRM and email marketing tools
•Real-life examples of firms that have succeeded
•Targeting and segmenting communications
•Improving data quality
•Enhancing e-mail deliverability and dealing with global SPAM regulations
•Enhancing contacts with industry and other types of information
•Tracking and communicating statistics
•Dealing with returned or bounced communications and correcting bad contact info
Most importantly, participants will be actively engaged in the discussion. Because the panelists really believe in e-mail marketing, enhancing communication and providing value, an electronic survey will be sent to participants in advance of the session to gather input and information on relevant additional topics that attendees would like discussed and questions they want answered.
Chris Fritsch, CRM Success Consultant, CLIENTSFirst Consulting, LLC
Corey Cooper, Sr. Business Development Coordinator, Knobbe Martens
Jasmine Trillos-Decarie, CMO, Foley Hoag