How to Grab People with Catchier Subject Lines

Too often, B2B marketers agonize over the text and graphics of their email campaign, only to slap on a subject line almost as an afterthought. Since the content is often technical, their subject lines get technical too, which might not entice people to read. So how do you grab people with catchier subject lines?

• Brevity is important. Try hard to keep the subject line to 50 characters or less. Think about those poor mobile users.
• Pay attention to keywords that are trending with your target audience. It might be the name of regulation or a hot issue like “cyber hacking.”
• Give a benefit. Make the audience smarter, faster, better.
• Put the most important words up front—the meat of your subject line can easily drop off the end of your mobile phone inbox.
• Pique their curiosity. Put in a fact the reader might not know. Try a play on words since everyone loves wit. Tee up what they will learn. There is a reason you see lines that read like this: “5 Ways to Engage Your Board.”
• Use the word “New.” Sounds simple but it causes people to pause, as they are afraid they are missing something. But make sure the content is truly new.
• Make it actionable. What should they do after they read the content? Change a corporate policy, call their advisor, or sign up for a seminar, to name a few.
• Pose a question. A question engages the reader to stop and consider the subject.

Of course the challenge is always getting it done in 50 characters. Who knew Twitter’s 140 would seem like a tome.

‘Big Feet’ Are Good in Law Firm Web Design

When I hear “big feet” I think about not being able to fit into Jimmy Choos. And that makes me sad. But when it comes to Web design, big feet, or footers, are actually a good thing. A modern footer, which is like a mini site map at the bottom of each web page, has become increasingly popular to improve site navigation and provide for a better overall user experience. So let me ask you this: How big are your feet?


Footers used to be small so viewers could avoid scrolling. Remember having to click on the scroll bar and drag it downward to see the rest of a page? What a hassle. No wonder we tried to cram everything onto a single visible screen, calling it “above the fold”—a leftover from newspaper days. Changes in hardware, particularly swiping features on trackpads and tablets, and tapping the spacebar on computers, loosened the physical limits of longer pages. As a result, we are no longer as constrained on page length.


This is great news for usability. One of the major benefits of a big footer is always having a convenient site map at your fingertips. Since a law firm website has many audiences—clients, prospects, potential new hires, the media and alumni—you can’t expect them all to be looking for the same information. The big footer is just one way to make it easier. Those who prefer can still use top-level navigation and drop-down menus to find what they want, but they can also just look to the bottom of the page. This means visitors are more likely to stay on your site longer and visit more pages.


As with most things in life, moderation is key when it comes to building big footers. If they are too big, perhaps mega-big, they can actually thwart navigation. Too many layers and lists of links make all the information start to blend together into a confusing mass. There are a few ways to avoid this pitfall, such as editing down the amount of links to display. For law firms, this could mean only displaying top-level pages rather than drilling all the way down to subpages in the footer. Some megafooter pitfalls can also be managed with clever designs. For example, it is important to show a hierarchy of links with the headings differentiated from the rest of the list. These headings will grab the eye and quickly draw attention to the desired pages.


Finally, especially if your firm is active on social media sites, consider adding social media links and even feeds to your footer. This will encourage visitors to engage and connect with your firm. After all, 67 percent of general counsel checked LinkedIn in the past week, according to a recent new media engagement survey. Take a look at your firm’s website and ask yourself how easy it is to locate your firm’s LinkedIn page from your homepage. If the answer is “not so easy,” consider dropping a link into the footer.
Since your firm’s website is often the first way a prospect learns about your firm and the best tool for your clients to tap into your thought leadership, making your key information easy to find and access is one of the best ways to make a good impression.

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Reprinted with permission from the MARCH 18, 2014 edition of the Law Technology News © 2013 ALM Media Properties, LLC. All rights reserved. Further duplication without permission is prohibited, contact 877-257-3382 or

Timing is Everything: How to Increase Engagement Levels for Emails, Blogs and Social Media

It is not uncommon for an inbox to be too full to even glance at anything but the absolute necessities (I’m talking to you, Wednesday morning). Messages that we want to read that don’t quite make the cut get stowed away in the “Read Later” folder which never gets open and is inevitably forgotten or deleted. Luckily for marketers, there is a way to minimize this trash effect with some clever timing strategies. The same holds true for blogging and social media. By properly timing emails, tweets, blog posts, and even tweets about blog posts, the exposure and engagement levels of your marketing message can be dramatically increased.

E-Marketer recently released some insights, based on a study by GetResponse, which found that most email marketers send messages out on Tuesdays. While Tuesday does have the highest open rate of any day of the week, Friday is better. Friday has the highest click rate at 4.9% compared to Tuesday’s 4.5%. Friday also has the dual benefit of being the least likely day for marketers to send emails and the most likely day for audiences to engage emails. So your best strategy is to send email marketing on Friday. And besides, everyone’s in a better mood on Friday.

Twitter timing is a little different. According to most research, optimum days to tweet are Saturday and Sunday while least optimum are Tuesday and Wednesday. Although most of us know that the best way to maximize your Twitter impact is to tweet frequently and consistently, less diligent twitterers can still increase their impact with strategic timing. According to an article by Fuse Work Studios, tweets sent out between 8:00 a.m.–7:00 p.m. have higher engagement levels than those sent at other times. Problogger is a bit more precise in their timing advice and suggests that Friday at 4:00 p.m. is the most retweetable time of the week.

Timing blog posts gets a bit more complicated. The ideal time to post is obviously when a topic is hot and relevant. If you can pull this off, you’ll have no problem generating traffic. But if you aren’t an expert trend-spotter, then posting consistently is your best bet. At least one post per week is recommended. Social media scientist, Dan Zarrella, believes that this allows your audience to depend on you and can keep them coming back. He suggests posting on Monday between 8:00 a.m.–11:00 a.m. yields the most views while posting on Saturday during that same timeframe most likely increases engagement. Finally, he recommends publishing blogs earlier in the day and then tweeting them in the afternoon in order to get the most out of possible Facebook shares and retweets.

If this seems like a lot to absorb, check out these handy infographics from KissMetrics and Fuse Work Studios, which illustrate the ideal timing for publishing content online. 

The Digital Marketing Race: Using Verndale’s Latest Digital Marketing Survey Results to Get Ahead of the Pack

Company website? Check. Twitter account? Check. Blogging engine? Obviously, check. Email marketing campaign, mobile app, high level SEO and a Pinterest page? Hmmm…maybe keeping up in the digital marketing race is not as easy as it seems. With so many possible platforms, devices, and strategies, how can you put time and energy into all of them? And, more importantly, is this even worth it?

Verndale’s latest survey on digital marketing—given to mostly B2B companies —set the course for this year’s race to implement the most effective and comprehensive digital marketing strategies. Based on the findings, they declared a “digital marketing revolution,” as even those lagging behind are planning great strides for the coming year. Luckily, the results indicate that implementing every strategy is not necessarily worth it. Instead, it points out which strategies the top performers—which Verndale defines as the top 10% of their respondent pool—tout, and thus where you should focus your energy to see the greatest ROI for your digital marketing efforts.

The survey looked at the platforms most commonly used, forgotten, and in game plan for the near future for B2B companies. Everyone started the digital marketing race on the same basic footing, having at least a website—thank goodness—but from there the engagement and activity levels varied. The most common platforms were social media (75% of respondents have a Facebook page), email marketing, digital marketing analytics, and a blogging engine. Less common were microsites, mobile sites and mobile apps. With mobile set to become the most predominant access platform in 2014, according to Verndale, this is soon to change. 33% of digital marketers are planning to add a mobile site in the near future. Blogging is also a high priority—for those who do not already have an engine in place—and 22% plan to add one. As for social media, Pinterest, although rarely used now, is the most likely social site to be added in the next twelve months.

This brings us back to the age-old question—just because everyone else is doing it, does that mean you should, too? As we all look to improve and better strategize, the critical skill becomes getting the most bang for your digital marketing buck. Unless you have unlimited time and resources for digital marketing—and more power to you if that is the case—you just can’t do it all. Especially with greater importance being put on generating regular, high quality content, some major hurtles start to appear—namely a tight budget and limited staff. So instead of spreading yourself too thin, think quality over quantity.

The top performers are in a few secrets. The survey shows that there are strategies these digital marketing frontrunners have in common. Since these strategies obviously work (or they wouldn’t be top performers, would they?) they are great place to consider investing your limited resources.

According to Verndale, the top performers all have a blogging engine, a modern CMS and CRM in place. If you can swing it, these areas may be a good place to focus your efforts. These are certainly larger scale projects, so luckily there is another area the top performers share, which takes a lot less sweat—digital marketing analytics. They are all keeping track of how effective each of their digital strategies are, and in turn finding ways to improve them. Luckily, Google Analytics makes this easy and free. We have a recent post about Making the Most of Google Analytics, and it is worth reading if you are not already an expert.

Another way to get ahead of the pack is to sneak up from behind by focusing on the strategies others most often let slip. SEO, for example, is commonly forgotten and not high on the priority list. However, it is a critically important tactic (read Not Your Chemistry Professor’s Periodic Table) and earmarking some dollars for this area may give you a boost.

In developing your plan for this next year’s digital marketing race, remember the tortoise and the hare. Slow and steady always wins the race. Well, let me rephrase that—STRATEGIC and steady always wins the race. Focus your efforts on creating high quality content on the platforms that will have the most overall impact, and leave the others for another time. You can find more about Verndale’s survey on their website.

Not Your Chemistry Professor’s Periodic Table: Understanding and Implementing the Periodic Table of SEO Success

If the idea of a periodic table turns your stomach—as it does mine—be not afraid. This table has little to do with noble gasses and pre-chemistry exam nightmares, and much to do with finding a successful strategy for search engine optimization. Search Engine Land recently released an updated version of their Periodic Table of SEO Success, which includes the fundamentals for both on and off page SEO. The latest version expands their 2011 table by accounting for the importance of social media, impact of ad heavy pages, and removal of blocking factors.

Periodic Table of SEO Success

The elements…

Whether you can barely define SEO or are a seasoned pro, the chart is handy introduction or refresher course to the most important elements. Search Engine Land was able to make sense of Google’s 200 signals, all leading to over 10,000 sub-signals, and organize the most important aspects into an easy to read table. Each SEO element is represented by two letters: the first for a category and the second for a particular aspect of that category (i.e. Cq for Content Quality). Each element is then given a “weight” for how effective it is on overall SEO. The weight can be positive, improving SEO, or negative, degrading it.

This is getting heavy… 

Although the table is not designed to be a comprehensive tool, it is certainly a valuable resource for defining some basic SEO strategies. Just reading through the table’s key sparks ideas about often forgotten or overlooked factors. The association of weights with each element is also particularly valuable, as it helps indicate which strategies will have the greatest overall effect and should be given the most attention. Off-page SEO elements are often overlooked, and the table is a great reminder of their importance.

Quality over quantity…

This updated table is especially important as Google recently revised their ranking advice to place more emphasis on high quality content. Their new policy touts the importance of creating high quality site content—which visitors actually want—over the importance of having external sites link to your page.

With social media and mobile optimization such hot topics, SEO sometimes gets overlooked. If this important web strategy has not been on your radar for awhile, consider browsing the table over at Search Engine Land.