Over the last few months, we’ve had discussions with hundreds of law firms in the US about automating their email signature compliance and management. We were genuinely surprised to find out how little law firms invest in ensuring compliance and brand consistency of their staff email signatures, especially considering the information that is both pertinent and required in the legal industry.
While many of the these firms have a basic set of rules in place for addressing email signature compliance, the enforcement of those rules tend to be ad-hoc at best.
When I speak with senior partners, or their marketing departments, how email signatures are managed in their firm today, the answer is invariably: “our IT department handles signatures, and they run the process.”
Peeling the onion back a bit, it’s easy to find consistent examples of implementation shortfalls when it comes to automating and managing email signatures in the law firm setting:
What these firms require is a mechanism for enforcing signature templates, and in the process, implementing variations on those templates based on the profile of the email sender and purpose of the email. Current email systems do not provide marketing or IT with the automation required to achieve a reasonable set of email signature compliance capabilities.
For example, one method used by law firms is a tool that appends disclaimer statements to outbound emails as they depart the email server. That is a good solution for disclaimers, as long as the IT department is aware of the nuances of each email. For example, the same lawyer who is working on legal matters, then switching to wealth management matters, will need two different disclaimers. Only that lawyer can make that judgement per email sent. Therefore the lawyer himself needs to control the version of disclaimer appended to each email.
The ultimate tool to use for signature management is one that combines the following capabilities:
And that is why we are seeing more and more law firms address this issue with tool like Xink.
In the next post, I will cover some of the best practices we are seeing across our law firm customers.