In astronomical terms, a “black hole” is an area of space that has a gravitational field that is so intense that no matter or radiation can escape. That sounds like a pretty serious dead end. Well, what is the “black hole” of emails? The infamous spam folder.  That’s right, the arch enemy to any ambitious email marketer is the big, bad black hole of a recipient’s email spam folder, from which no radiation or marketing email can escape.

Email is the “best kept secret” when it comes to marketing your law firm. Now, we all hate spam, right? So, you might be asking yourself, how can email marketing be effective when it is so often equated with spam that no one reads?  

Marketing is not easy. It takes time, valuable time away from your clients. It takes energy, of which we only have a finite amount.  It takes creativity, even when those juices are not flowing as much as we would like.  

Anyone who has an email inbox – which is everyone, right? – knows what it is like to get lots and lots of marketing emails. If you have a Gmail account, then you might see that the desktop version of your Gmail account will automatically separate out the emails that Gmail thinks are promotional from those emails that are personal to you. Given that Gmail goes through some effort to separate the two seems to be a good indication that we all get too many promotional emails.