The Future Of The Legal Profession

The Future Of The Legal Profession | Above the Law



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Notes to my (legal) self.



From the Above the Law Network



Retarget Your Customers Through Email Marketing


If you’re looking for a marketing tactic with the best ROI, look no further than email marketing. It may not be a new method, but it works. In fact, it’s considered the most effective way to engage and convert prospects into customers. This is because your audience has actively opted in to receive your emails, making it among the least intrusive marketing methods.

But it’s also a great way to start offering personalized ad content to your audience. Thought this wasn’t possible? Think again! Link retargeting in email makes it easy for you to understand what matters to your customers. You can then start showing them relevant banner ads as they move on to browse the web.

If this concept appeals to you, read on. You’ll learn about link retargeting and why you need it in your email marketing to increase sales and keep your customers happy.

Why retargeting is important

It often takes multiple interactions with your brand before a customer makes a purchase. A customer may come to your site several times and never actually buy anything.

Retargeting makes it possible for you to stay top of mind with your customer once they leave your site. After all, you know they were interested in your brand at some point. Your ads will remind them of that as they consider different options or delay their purchase to a later stage.

This achieved by placing “cookies,” or small data files, on your customers’ devices. These data files recognize when they’ve visited your site. Then, when your customers leave your site, your banner ads will start to appear as they continue to browse the web. Essentially, you get a second chance to convert your audience while you enjoy a click-through rate that’s often as much as 10 times higher than average.

This method is effective, but the drawback is that email marketers before now have not been able to use it. This is partly because Apple Mail and Outlook are not browsers, which means they can’t be “cookied.”

Additionally, most web mail programs, such as Gmail, block the cookie process. The result is difficulty serving personalized ads to consumers, and that’s where link retargeting comes in.

Link retargeting – making retargeting in email possible

Link retargeting takes retargeting to new heights – by bypassing the need to rely on website visits altogether. Instead, readers are “cookied” as soon as they click on a link you’ve shared (a specialized retargeting link).

Spoiler alert: that link can be nuzzled comfortably right within your email campaigns!

This means you can share multiple articles or links within email. For anyone who is interested in those topics and clicks on the links, you can start to show them relevant banner ads as they go on to surf the web.

Link retargeting in email – an example

For example, Pampers has a massive database of readers that receive their newsletters. Even within the “new mom” category, they likely have “expecting mothers,” “new mothers,” “mothers with one-year-olds,” and that’s just to name a few.

Pampers also has multiple products that are relevant to each of these subgroups. But how does the brand know who is who? An expectant mom won’t want to read about baby-proofing her home. And a mom with a two-year-old won’t want to read about diapers for newborns.

Enter link retargeting. Pampers can easily implement link retargeting in their email marketing campaigns to better segment its audience by including specialized links for each of the different articles in their mailers.

Pampers-Email-Link-Retargeting.pngPampers can use retargeting links to identify what matters most to readers.

Then, once a reader clicks on a link, they’ll be “cookied.” Pampers can then show them tailored ads based on what matters most to them.

For example, Pampers is able to show a Pampers Cruisers ad to moms who click on the article about babies learning to walk, as these diapers are meant for babies who are becoming mobile.


Pampers uses link retargeting to show Cruisers ads to moms who have shown an interest in content about babies that are ready to walk.

On the other hand, Pampers can use a specialized link to an article about saving money on diapers. Readers who click the link would see Pampers ads that focus on what a good deal its economy packs are. Allowing the audience to self-select is an easy way to identify what consumers care about, and therefore tailor subsequent advertising.


Pampers is able to show economy saving ads to those moms that clicked to read more about how to save money on diapers.

Key takeaway: link retargeting in email marketing is a must!

When your audience sees ads that directly relate to what they need, they’re more likely to make a purchase. Use link retargeting to ensure that your advertising dollars go toward qualified leads, not a larger audience that might not be very interested in your business right now. It’s no wonder some brands have achieved an ROI of 200 percent or more through retargeting.

And when you use link retargeting to segment your email list in your email marketing campaigns, you have a good chance of improving your own ROI while keeping customers more engaged with your ads.

This article originally appeared in the RetargetLinks blog. 

Edward Kundahl, Ph.D., M.B.A.
BusinessCreator, Inc.

Email Marketing Services Now Include Access to Data on More Than 24 Million Businesses and 235 Million Consumers

Edward Kundahl, President and Owner of BusinessCreator, Inc. and
ForLawFirmsOnly, a lead generation and local search marketing agency,
announced the availability of a new email marketing service and access
to business and consumer emails.


Edward Kundahl, President and Owner of BusinessCreator, Inc.
and ForLawFirmsOnly, a lead generation and local search marketing
agency, announced the availability of a new email marketing service and
access to business and consumer emails.

Edward Kundahl stated, “We have been utilizing the power of email marketing
for our own lead generation for years with great success.  We developed
a relationship with one of the largest business and consumer data
sources.  We can now bring those resources to the market to share with
other businesses at a great savings.”

Kundahl continued, “To reap the benefits of any source of data, you
need to ensure you are approaching your marketing from the right angle
and that means understanding the process. The most important part of any
email marketing
campaign is the quality of the list. It’s not enough to simply send out
emails to any and all email addresses you can find – instead you need
to focus on capturing the emails of people who perfectly match your
target demographic. These are people who are interested in what you have
to sell, who have the available funds and who read emails. Most
importantly, these are people who you have already built a relationship
with and who are receptive to your message. Also crucial is the quality
of the emails themselves. You need to ensure that your messages are
getting opened rather than ending up in the trash, and you need to
ensure that those messages are delivering value so that your future
emails also get opened. Most of all, you need effective calls to action
when it matters so that you can convert your audience into paying

For return on investment, email may very well be the most
cost-effective marketing channel ever invented. Email marketing
generates $40.56 for every $1 invested according to a 2011 study by the
Direct Marketing Association.

Edward Kundahl,
President and Owner

“For return on investment, email may very well be the most
cost-effective marketing channel ever invented. Email marketing
generates $40.56 for every $1 invested according to a 2011 study by the
Direct Marketing Association.  In addition, our email marketing platform
offers accurate reporting, with tracking reports with information on
emails sent, delivered, bounced, opened, and the number of
click-throughs on the links within the message.  And you can choose from
hundreds of firmographic and demographic criteria to reach your
specific target markets.  Our experts are always available to help you
build your list, design your email, ensure delivery, and track results. 
From planning to execution, our email campaigns are put together in a
few days rather than the weeks required for print promotions,” concluded

More About BusinessCreator, Inc.

Founded in 1994, BusinessCreator, Inc. has helped many businesses
with local search marketing, mobile marketing, social marketing and
video marketing. The company’s mission statement is “We make local
businesses grow. Ask us how.”


BusinessCreator, Inc.
Attention: Edward Kundahl
47 North Jefferson Street
First Floor
Allentown, PA 18102
Phone: 610-437-8822
Fax: 484-709-1851

Right-Sizing Your Legal Operations For Scale

money-technology-tech-ediscovery-e-discovery-300x213.jpgMany general counsel (GC) are acutely aware of a disturbing trend: the resources available to their legal departments are not increasing at the same rate as the demand for legal services from their businesses. As a result, GCs are looking for strategies to scale their legal team so they can manage the exponentially growing need for legal services from their businesses with only incrementally growing resources in legal. They are solving this challenge with three strategies:

  1. Investing in legal operations (described as a team of strategic leaders in the legal department who manage the business of law so that legal professionals can focus on their specialty – the practice of law)
  2. Improving processes (which, of course, is highly dependent on the existence and effectiveness of the legal operations team)
  3. Leveraging technology (the effectiveness of which is, again, highly dependent on the legal operations team)

Thus, many GCs are no longer asking whether to invest in legal ops. Instead, they are looking to understand (a) how much to invest and (b) what outcomes to expect.


The recent Thomson Reuters Legal Tracker™ (formerly Serengeti Tracker™) Market Watch survey provides insights into key criteria that either cause or correlate with the size of a legal operations team. These criteria include:

  • Outside legal spend
  • Number of legal department staff
  • Number of law firms actively working on company matters
  • Annual company revenue

This survey data, coupled with Legal Tracker experience with leading legal departments, produced the following table for current best practices for sizing a legal operations team:

The Legal Tracker Market Watch Survey, produced April 2017, included 161 corporate legal departments and a diverse group of participating small, medium, and large legal departments. According to the survey, 53% of legal departments reported an increase in the percentage of work handled in-house. However, only 28% of legal departments reported an increase in the number of in-house staff during the same time period.

According to the Legal Tracker Market Watch Survey, 51% of legal departments reported that they have a legal operations function. Note that 90% of large legal departments (more than $50M in spend and 51 lawyers) have legal operations.


A few comment regarding these factors:

  • Many small legal departments begin their legal operations team with an e-billing specialist who typically focuses on administering the spend/matter management system used by the legal department
  • The greater the outside legal spend and number of law firms, the greater the need for a legal vendor manager who develops programs, policies, and procedures for procuring and managing outside legal services. As a general rule, this resource tends to become needed when legal departments exceed $50M in outside legal spend and 200 law firms.
  • Legal departments with large staff tend to add a business analyst (for greater focus on process improvement), technology specialist (for management of legal technology), and legal operations manager/director to drive strategic initiatives for the legal operations team
  • While annual company revenue is likely a corollary to the size of the legal operations team rather than a direct causal factor, it is an insightful metric for benchmarking size of a legal operations team
  • Some businesses may need larger legal operations teams based on unique factors to their business


The Corporate Legal Operations Consortium (CLOC) has identified twelve core competencies for legal operations. These core competencies are based on needs within most legal departments and should drive the expected outcomes for a legal operations team.

  • Strategic Planning: Create a long-term strategy, aligning yearly goals and corresponding metrics
  • Financial Management: Manage the departmental budget. Track accruals and forecasting. Work with finance to identify spending trends, potential cost savings, and efficiency opportunities.
  • Vendor Management: Create a vendor management program to ensure quality outside counsel support at the right rates and under optimal fee arrangements. Hold regular business reviews. Negotiate fee agreements. Drive governance of billing guidelines.
  • Data Analytics: Collect and analyze relevant data from department tools and industry sources, define objectives to provide metrics and dashboards, drive efficiencies, and optimize spend, etc.
  • Technology Support: Create a long-term technology road map, including tools such as e-billing/matter management, contract management, content management, IP management, business process management, e-signature, board management, compliance management, legal hold, subsidiary management, etc.
  • Alternative Support Models: Drive departmental efficiency by leveraging managed services, LPOs, and other service providers
  • Knowledge Management: Enable efficiencies by creating seamless access to legal and department institutional knowledge through the organization and centralization of key templates, policies, processes, memos, and other learnings
  • Professional Development and Team Building: Deliver improved GC staff and overall team performance by globalizing the team and creating a culture of growth, development, collaboration, and accountability
  • Communications: Work collaboratively across the legal ecosystem to create consistent global processes, from onboarding to complex project management support. Publish regular departmental communications, plan, and execute all-hands.
  • Global Data Governance / Records Management: Create a records management program, including a record retention schedule, policies, and processes
  • Litigation Support: Support e-discovery, legal hold, and document review
  • Cross-functional Alignment: Create and drive relationships with other key company functions, such as HR, IT, finance, and workplace resources

These core competencies and expected outcomes should form the basis of a business case for developing, expanding, and managing performance of a legal operations team.


The solutions for many of the challenges facing corporate legal departments today can be found in legal operations. As a result, many corporate legal departments are investing in legal operations, and this field has grown from a handful of individuals in 2009 to thousands of professionals today. With the right amount of investment, clear expectations and measurements, and empowering legal operations to influence legal department strategy, many legal departments are scaling their operations to increase service levels, reduce risk to the business, and deliver better outcomes with limited legal resources.

For more on legal operations best practices, visit

The Legal Tracker Market Watch Survey, produced April 2017, included 161 corporate legal departments and a diverse group of participating small, medium, and large legal departments. According to the survey, 53% of legal departments reported an increase in the percentage of work handled in-house. However, only 28% of legal departments reported an increase in the number of in-house staff during the same time period.
According to the Legal Tracker Market Watch Survey, 51% of legal departments reported that they have a legal operations function. Note that 90% of large legal departments (more than $50M in spend and 51 lawyers) have legal operations.

Insurance Liability Policy Limits Search Service

ForLawFirmsOnly has partnered with a specialty research firm with a primary focus on supplying a wide range of insurance information to the legal industry. Through our own in-depth research in conjunction with a worldwide network of select sources within the industry, we are becoming the market leader in this unique research niche. 

The ForLawFirmsOnly Information Brokerage Services are equipping litigators with the necessary information they need to settle for the highest-possible amount.

Our services are offered on a “No-Find, No-Fee Basis”, which enables attorneys to cost effectively ascertain available insurance coverage before proceeding forward with a case. Beware of the company that asks for a policy number… all we need is the full name, address and date of birth and WE WILL return with the policy information that you need to proceed with your case. It doesn’t matter how old the policy is, we charge the same rates that are NOT dependent on age of the policy. In many of our searches we return multiple policies, but you are only pay one fee for as many policies as we can find. Our average turnaround time is 72 hours, there is no need to pay additional fees to expedite a search – if you want it faster than 72 hours we can do that for a small additional fee.

Benefits to your law firm include:
• Ascertain whether a defendant has insurance before proceeding with a case
• Ascertain the extent of a defendant’s insurance before proceeding with a case
• Reduce overhead before becoming too involved in a case that may have only minimal insurance coverage

The breadth of our insurance policy tracing capability is extensive and includes Auto, Business, Homeowner, Renter, Umbrella, Professional Malpractice, Premises, Product Liability, E&O/D&O, and many other types of policies.

For more information about our service, contact at 855-943-8736.

What is Link Retargeting?

To put it simply, link retargeting is just like traditional ad retargeting. The key difference is that instead of having to send customers to your site, you can display retargeted ads based on the link they click. And it can be any link – not just to your website.

Link retargeting really allows you to take your content, social, email, or even AdWords marketing farther! We’ve put together five key tips you need to know to get started.

Can I shorten a link to any content?

The short answer (pun intended!) is yes! You can shorten any link on any platform to any site. To make the most of your efforts, we recommend making sure the content is relevant to your brand. This way, you’ll improve the odds that your target customer will click.

As an example, Pampers is using link retargeting to target ‘first-time moms’. They chose to direct their audience to a relevant article in Parents Magazine: “How to prepare for your first baby?”

Link-Retargeting.pngStep 1: The advertiser posts “retarget” short links through social media, email, press or influencer platforms.Step 2: The service will retarget only those that click on the link. In this case, it will show 150,000 banner ads to 10,000 people.

Can I use link retargeting on a standard “long” link?

Link retargeting is not possible with a standard link. This is because it requires specialized technology that allows the link to place a retargeting cookie on the computer of the person who clicks.

We’ve developed this software to make it really easy for you to turn your standard links into retargeting short links. All it takes is the click of a button in your RetargetLinks dashboard.

Can I customize my short links?

Absolutely. Our short links are quite flexible, to allow you to have them appear exactly how you’d like.

You can customize the default links (this is a link to our patent for example: You can also request a short vanity URL ( or are examples from some of our clients).

Note: In the vanity URL example, you’ll need to buy the short domain name first and then follow the instructions provided in your dashboard to start link retargeting using your own short links.

When running AdWords campaigns, you’re actually able to hide the short link within your AdWords ad link (see more here on how to set up a search retargeting campaign).

How many ads will be shown and where?

Our default volume cap (the maximum ads we show per person) is 15. This displays up to 9 ads per week, 5 ads per day, and 2 ads per hour, depending on the audience. We do this to keep your brand top of mind over a two to three week period, following the launch of your campaign.

We display banner ads just like a traditional retargeting tool. Your ads will display in Google AdX, OpenX, Rubicon, AppNexus and other real-time bidding platforms across premium online publications like Vogue, Elle, Fortune, FastCompany, Wall Street Journal and all other ad-supported sites.

How do I know if my link retargeting campaign is working?

There are three key metrics we use to determine whether a link retargeting campaign is working. They are: link clicksad clicks, and conversions. We’ve included some steps here to show you how to measure these metrics.

Step One – Measure Your Link Clicks

Make sure your link retargeting campaign is reaching your target audience. Emails, online articles, social media posts, newsletters, press releases, and even Google AdWords are all ways for you to share your short links.

If you’re just starting or are looking to reach out to more targets, we recommend using RetargetLinks as a prospecting tool. You can do this by boosting posts on social media channels, or paying for ads in Google AdWords.

Then, you can tell if your campaign is working by looking at the number of link clicks on your Links Dashboard (see below).

Retargeting-Link-Dashboard.pngPictured above is the Links Dashboard> Here, you can monitor the efficacy of your audience building (or number of cookies dropped) for each campaign.

If you’re sharing the right content to the right audience on the right channels, you’ll have a lot of clicks. The example you’ll see next is from a campaign run by the team at Traction Conference. As a result of their RetargetLinks content campaign, they had 85,138 clicks (58,296 unique) from 873 links shared via their email newsletter (direct), Twitter and Facebook pages.

Step Two – Measure Your Ad Clicks

The second indication to help you measure your campaign is to look at the number of ad clicks on your Ads Dashboard. See below the example from our friends at Traction.

Monitoring-Link-Retargeting-Campaigns.pngShown above is the RetargetLinks Ads Dashboard. Use this to monitor the efficacy of your retargeting link ad campaign.

When you display relevant and compelling banner ads, you’ll catch the attention of your targets and encourage them to click to find out more.

Helpful tip: banner ads are most effective when they have consistent branding, simple messaging, a clear call-to-action (CTA), and even some element of animation. 

In the above example, Traction Conference managed to display 161,340 retargeting ads to most of the 58,138 people that clicked on their short links. Out of those, 422 people clicked for a 0.26% click-through rate. Note that this is three times the 0.10% average for banner ad performance!

Step Three – Measure Your Conversions

The final indication of performance is to look at the number of people that land on your page and ultimately the number of those that convert by purchasing your product or subscribing to your service.

In the case of Traction Conference, 947 people landed on the marketing page and 186 actually went on to purchase a ticket for the conference. The team was able to achieve a 20% conversion rate. Note that this is 10 times greater than a typical retargeting ad conversion rate.


Hopefully if you’ve made it this far down the post, you have a better idea of how link retargeting works. Now you are ready to make the most out of your campaigns.

If you have any questions, don’t hesitate to drop us a line as we’d love to hear from you! If you’re ready to get started, click here to create your first shortened retarget link!

Edward Kundahl, Ph.D., M.B.A.
BusinessCreator, Inc.