Hi,
Recently, I had an interesting conversation with a potential client, who reached out to me with a unique deliverability challenge. His legal firm sends out bulk emails containing legal notices on behalf of their national telecom and bank clients. The tricky part? These emails are essentially cold, but the recipients have technically opted-in through the terms of service agreements with their clients.
We deliver bulk emails for collection services and pre-legal / legal notices via email. we need to ensure these notices do not go to spam and end up in inbox.
We are a legal firm that sends notices on behalf of our national telecom and bank company for litigation and pre-legal. i guess the short answer is they are cold – but they are opted in via terms of services to our client and all their vendors (which is us).
Client’s briefing
Their main concern was ensuring that these critical legal notices don’t end up in the spam folder, but rather land in the recipients’ inboxes. It’s a valid concern, as the consequences of these notices going unread could be significant.
After taking some time to consider the situation, I offered them the following advice:
- Be transparent about the purpose and consent: The emails should clearly state their purpose and indicate that the recipient has given their consent to receive such communications. This can be achieved through a well-crafted subject line and introduction.
- Provide a contact channel or FAQ: If the receipt of these notices is mandatory, it’s essential to provide a way for recipients to reach out with any questions or concerns. A contact channel or a link to an FAQ page can be helpful in this regard.
- Include an unsubscribe option (if applicable): If the receipt of these notices is not mandatory, it’s crucial to include a clearly visible unsubscribe link and a List-Unsubscribe header. This gives recipients the option to opt-out if they no longer wish to receive these communications.
- Implement engagement-based segmentation: To improve deliverability further, I suggested that they segment their email list based on engagement. This means separating those who engage with the emails from those who don’t and adjusting the sending frequency accordingly.
- Consider a re-engagement or automatic unsubscription strategy: Depending on whether the receipt of these notices is mandatory, it may be beneficial to implement a re-engagement campaign or an automatic unsubscription process for consistently unengaged recipients.
Navigating the world of cold email for legal notices is undoubtedly challenging, but with the right strategies in place, it’s possible to ensure that these critical communications reach their intended recipients.
I am the more introverted type and try to avoid self-promotion, but today I received an email that made me happy, and I want to share.
This week has been tough, and words like these help us keep moving forward. Always thank and praise your partners, collaborators, friends, and family members. It makes a difference 🙂
If you have questions regarding email deliverability and automation, comment below and I will reply.
Cheers,
Fabrício
