It's one of our oldest mantras - email marketing is not just about sending emails, but getting them delivered.
Unfortunately, too many law firms sacrifice deliverability on the altar of savings (i.e., pennywise, pound foolish) by using cheap email blast services that attract hordes of small businesses (and some "bad guys" too) who don't follow best practices and hurt the reputation of all the other companies using the same mail server IP addresses.
So what can law firms do to maximize the likelihood of getting their email alerts and newsletters delivered, and avoid filters?
Consider this quick list of law firm email deliverability tips published by one of our clients, Cyndy McCollough, Senior Manager of Marketing Technology at Dickstein Shapiro LLP, on her new legal marketing blog (Law Marketing Geek). Among the recommendations - regular monitoring of the IP addresses and domains you are using in your emails (a service we provide to Dickstein Shapiro and other firms as part of our sender authentication package).