The quarterly publication of the International Legal Technology Association
Issue link: https://epubs.iltanet.org/i/27607
Distribution The best distribution method varies depending on the size of the firm — specifically the number of offices, attorneys and practice groups. You may choose to adopt one or more of the following: Distribution Method Attorneys e-mail directly to clients (using Outlook or similar e-mail application) Upside • Attorneys have 100 percent control over their recipient lists. • Attorneys can personalize the message. • There is no cost associated with the delivery of the e-card. Central distribution (marketing team or IT department using an e-mail marketing platform) • E-cards are created and distributed via a system designed to ensure delivery and rendering across multiple platforms. • Reporting is available on delivery rates, opens, clicks and more. • Marketing and IT teams do most of the preparation, requiring little input from attorneys. • No risk of attorney e-mail addresses being blocklisted. E-card platform (a password protected website through which e-cards are sent) • Attorneys have 100 percent control over their recipient lists. • Attorneys can personalize the message. • E-cards are created and distributed via a system designed to ensure delivery and rendering across multiple platforms. • Reporting is available on delivery rates, opens, clicks and more. • Marketing and IT do all of the preparation, requiring no input from attorneys until it is time for them to send the e-card. • No risk of attorney e-mail addresses being blocklisted. Downside • E-card designs may not render correctly. • No reporting is available (delivery rates, opens, clicks, etc.) • There’s a real possibility of becoming blocklisted, blocking day-to-day e-mail messages from attorneys to their clients. • Attorneys are unable to personalize the message. • Not all firms have a culture that suits this approach. • Higher cost. This is the most expensive of the three options. Kimberly Bell of McKenna Long & Aldridge explains their decision to adopt a central distribution method: “We wanted to capitalize on the opportunity to gather and update our firm contact data, centrally manage the distribution of holiday cards and have all of the reporting filter back into our CRM.” 3. Production This phase sees the storyboarded plan put into action. Artwork is created, Flash assets animated, and interactivity programmed. The average production time frame is four to six weeks, with previews along the way. While there may be some room for tweaks, major changes during this phase can have a negative impact on your project timeline and budget. Making 82 www.iltanet.org Peer to Peer changes to technologies such as Flash can be especially costly due to the time and skills required. Production is a process that requires good communication from the get-go. Other Creative Considerations As you’re developing your firm’s holiday e-card, here are a few more creative points to note.