Your Firm isn’t Using HTML Email? Why They Should Be

by Brandie Knox on July 18, 2012

Email marketing, or html emails, will enable the firm and individual firm attorneys to stay in touch with clients and prospects. HTML email enables you to more easily reach your audience with timely and relevant content.

Sending communications from your desktop email to large lists typically requires cc’ing or bcc’ing large groups. With this method, you run the risk of exceeding your bandwidth and being detected as spam, and it looks unprofessional.

Here are a few benefits of using html emails:

Easy editing

Once a system of email campaign templates is established, you can customize your communications by easily formatting your content and inputting images. Your design firm or in-house team will review your email communications holistically and will develop a system of templates to meet the needs of the firm.

Relevance and timeliness

Send timely and relevant information through client alerts and newsletters. Be the first to inform clients and prospects of recent news and developments. Individual attorneys can send notification of recently published work that might otherwise have been missed.

Track and compare data

Through an email campaigner, you are able to view open rates and click-thru’s. You have the ability to compare current sends with previous campaigns and see which contacts on your list opened an email. Additionally, through website analytics it is possible to determine how many email recipients are accessing your site via your campaigns.

Collect RSVPs

You can easily incorporate RSVP functionality into your event templates to seamlessly track responses in one, streamlined location. Making it easier to RSVP might also increase response rates to events.

Manage contact lists

You can more easily manage your contacts by tracking bounces. Perhaps you have a few bad email addresses on your list or some of your contacts have moved. Reviewing bounces after sending a campaign allows you the opportunity to update that information. Additionally, you can easily create and send segmented lists from your larger list.

Ensured readability

Receiving embedded jgs and pdfs sent via desktop email requires additional load time. Depending on a user’s settings, these images may not even be visible. Attached images and pdfs are difficult to read on mobile devices and often require the extra effort of opening. HTML emails provide you with the best of both worlds – you can create and add compelling visuals as well as include a text version that will be displayed on mobile devices.

Social Media integration

Html emails can be linked to social media outlets such as twitter, facebook, firm blogs and LinkedIn, as well as attorney bios.

Avoid spam issues

If your firm sends communications from desktop email to large lists, the firm’s email can potentially be flagged as spam and may be blocked, as email firewalls and internet service providers (ISPs), do not like to receive hundreds of emails from the same IP address.

These are just a few of the benefits of using html email. There are many email service providers out there offering many configurations for set-up and a variety of plans based on the number of communications your firm sends. Your firm does not need to invest a fortune and your design studio or in-house team can research and make recommendations based on firm needs.

Brandie Knox is Creative Director & Principal at knox design strategy. As a strategic design studio, knox design strategy focuses on professional services firms, with expertise in the legal industry. She can be reached at or follow on Twitter @knoxdesignnyc.

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