The Importance of Crafting Relevant Emails

Posted in Legal marketing

As far as business communication methods go, there is perhaps none more often used today than email. It should stand to reason, then, that there are countless different opinions regarding how to properly craft an email. Everything from font size to the ratio of images to text is debated regularly, and it seems that people often have a hard time agreeing with one another on what the best practices actually are. If there’s one thing that can’t be argued, however, it’s that remaining relevant with the emails you write is possibly the most important thing your firm can do before hitting the “send” button.

Appealing to Your Audience

Chances are the people on your email list are receiving multiple messages per day — sometimes in the hundreds. Anyone who is already getting a great deal of emails isn’t going to want to read anything that isn’t relevant to them, and there’s a chance that they may even unsubscribe completely. Depending upon the sender, they may not even open the message before deleting it. It may seem as if there’s little you can do to control this, but staying relevant is your best line of defense. If the individual knows that you typically send out great content, they’re going to be far more likely to open each and every one of your emails.


It can be tempting to take a broad approach to sending emails out to your list. A single email per week, after all, takes far less time to write than multiple targeted emails. Think about it, though — how could you possibly craft one email that hits upon everything that all of your clients will find relevant? Instead, it’s best to isolate your entire list into different subsets and send emails accordingly. You would never send links about what to do in the case of an auto accident to someone who is planning to file bankruptcy, after all. Sending out content that people can actually benefit from reading matters more than most people think, and unfortunately, there’s no easy or automatic way of doing this.

The Bottom Line

So many people spend their time focusing on how to craft an email’s subject line or debate the importance of text to image ratio, and while these things do indeed matter, there are other areas in which you should be putting your focus. It’s easy to overlook the content itself when thinking about how to present it — a common mistake that causes more harm than good. The next time you sit down to write an email, ask yourself the question, “Is this relevant to my audience?”. Once you nail this down, you can go back to experimenting with different ways to structure your emails.

Email is tricky, and there isn’t a single person who has completely figured out how to build a list that features a 100% open and click rate. Don’t let this distract you from writing great, relevant content. In the end, your audience will appreciate the hard work.