We only have a few hundred contacts. Is email worth it?

Often more than a large list. A few hundred past clients and referrers who already know you are worth more than thousands of strangers, and a small list is quicker to clean and easier to write for.

Can we email our past clients?

Usually, under what PECR calls the soft opt-in: if you collected their details while providing a similar service, and gave them a chance to opt out then and in every email since. Prospects and referrers are a different question, and the list audit settles it group by group.

Which email platform do you use?

Whichever suits the firm, in an account you own. If you already use one that does the job, there is no reason to move.

How often should we send?

As often as you have something worth reading. For most firms that means monthly, with automated emails in between. A steady rhythm matters more than the frequency.

It depends on the size of the list, how many campaigns and sequences are needed, and who writes the content. I give a fixed monthly figure after the audit, not before.

Email marketing that keeps you in mind between instructions

Many of your next clients already know you: past clients, referrers, and enquiries that did not instruct the first time. Email is the cheapest way to stay in front of them.

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The problem

Why most firm newsletters go unread

The usual newsletter is a round-up of firm news nobody asked for, sent whenever someone remembers. It goes out irregularly, reads like a press release, and teaches the list to ignore it.

What works is narrower and more useful: a reminder that a deadline is coming, a plain explanation of a rule that has just changed, a note to a landlord that a certificate is due. Email that saves the reader a problem gets opened, and it is the one they remember when they next need you.

It also has to be lawful. UK GDPR and the Privacy and Electronic Communications Regulations decide who you can email and on what basis, and a list built carelessly is a liability rather than an asset.

Scope

What is included

List audit and consent
Where your contacts came from, what basis you have to email each group, and a clean list to start from. Unsubscribes and suppressions handled properly.
Campaigns with a reason to exist
Planned around your calendar: tax deadlines for accountants, rule changes for landlords, life events for private client work. Sent on a steady rhythm rather than when someone remembers.
Automated follow-ups
Sequences for enquiries that did not instruct, welcome emails for new clients, and reminders timed to when they are useful. Set up once and reviewed, not forgotten.
Templates in your brand
Built to read well on a phone, accessible, and plain enough to look like a message from a person rather than an advert.
Written within your regulator's rules
No claims you cannot evidence, and every email approved by the firm before it is sent.
Reporting on what matters
Open rates have been unreliable since mail apps began loading images on the reader's behalf, so the report leads with clicks, replies and the enquiries email produced.

What happens next

What happens after you get in touch

Step 01
Audit
Your site, your rankings, your ad account and your analytics, and a written account of what is wrong. You get the report whether or not you hire me.
Step 02
Agree the target
One number we are both working to, usually cost per enquiry or enquiries per month. Not sessions, not impressions, not rankings on their own.
Step 03
Do the work
Technical fixes first, because content on a broken site does nothing. Then the pages and campaigns that go after the searches worth having.
Step 04
Report monthly
What moved, why it moved, what happens next, and an honest note on anything that cannot be measured.

How the engagement works

What you are committing to

There is no price list on this site, because a figure quoted before looking at your account would be a guess. What can be said up front is the shape of it.

Term: No minimum term. Thirty days' written notice, either way, at any time. Set out in the terms of business.

Straight answers

Common questions

We only have a few hundred contacts. Is email worth it?: Often more than a large list. A few hundred past clients and referrers who already know you are worth more than thousands of strangers, and a small list is quicker to clean and easier to write for.
Can we email our past clients?: Usually, under what PECR calls the soft opt-in: if you collected their details while providing a similar service, and gave them a chance to opt out then and in every email since. Prospects and referrers are a different question, and the list audit settles it group by group.
Which email platform do you use?: Whichever suits the firm, in an account you own. If you already use one that does the job, there is no reason to move.
How often should we send?: As often as you have something worth reading. For most firms that means monthly, with automated emails in between. A steady rhythm matters more than the frequency.
What does it cost?: It depends on the size of the list, how many campaigns and sequences are needed, and who writes the content. I give a fixed monthly figure after the audit, not before.

Other services

Free audit

Find out what Email marketing would change for your firm

A written audit of your site, your rankings and your ad account, back within five working days, plus a call to walk through it.

Get your free audit

No obligation to go further, and plenty of firms do not.

Email marketing that keeps you in mind between instructions

Why most firm newsletters go unread

What is included

List audit and consent

Campaigns with a reason to exist

Automated follow-ups

Templates in your brand

Written within your regulator's rules

Reporting on what matters

What happens after you get in touch

Audit

Agree the target

Do the work

Report monthly

What you are committing to

Common questions

Other services

Find out what Email marketing would change for your firm