The cornerstone of many successful businesses is a strong marketing strategy. In today’s marketing world,…
Even with all of the digital marketing options available today, most law firms still rely heavily on word-of-mouth referrals. Email marketing is an excellent way to bridge the gap between word-of-mouth and digital marketing. It is an inexpensive way to target large audiences with relevant information. When email marketing is done effectively, it can yield a high return on your investment for your law firm.
Start with a Clear Goal
Many business owners will create one email list of all their contacts and occasionally email all of them the same general message. If people get too many emails that are not especially relevant to them, they will tune out those emails and may unsubscribe from the email list. A more effective strategy is to create groups of recipients and send those groups custom-targeted emails.
Some email groups to consider are current clients, prospective clients, and other attorneys or professionals. In emails to existing clients, you can write about changes in laws that may affect them. When emailing other attorneys and professionals, you can focus on generating referrals by writing about the areas of law you practice and how you might work together when clients’ needs overlap or are out of your field. Your goal with emails to prospective clients should be to convert them into current clients. You can do this by writing about the areas of law you specialize in and promoting any educational presentations or workshops you will be hosting.
Concise and Focused
We are all busy these days, and emails flow into our inboxes day and night. Increasingly, we are viewing emails on the smaller screens of tablets and smartphones. Keeping your emails concise and focused will increase the chance of your recipients reading them.
Pick one topic to write about and make it relevant to your audience. If the topic requires more space than a brief email allows, you can provide a snippet of a longer article on your website and include a link to the content.
Try adding images, videos, or other media to make your emails more appealing and informative. This will get people’s attention faster than an email with text alone.
Email Marketing Service
An experienced email marketing service will help you create compelling emails and newsletters to send to your targeted audiences. When researching email marketing services, look for one that can send personalized emails from your segmented contact lists. Some email marketing services to consider are Mailchimp, Constant Contact, Autopilot, and Aweber.
Most email marketing services offer ways to measure how your email campaigns are performing. The two most important metrics to keep track of are the open rate and click-through rate. The open rate measures the percentage of recipients who opened your email. The percentage of recipients who opened your email and clicked on a link is measured by the click-through rate.
Help with Email Marketing
Creating and managing an effective email campaign can be a time-consuming process. If you are short on time and resources, you can get help from a marketing agency, such as Law As a Business (LAB), which specializes in all aspects of marketing for law firms, including email marketing campaigns. Contact LAB today to find out how we can help you market your law firm successfully.
Learn how to create an effective email campaign for your law firm!
Email campaigns are a great way to stay in touch with your referral sources and clients. However, in order to stand out against the competition, you must have a comprehensive strategy providing consistent and relevant information to your target audience. During this video, you’ll learn how to efficiently store contact information, utilize popular email programs, and write compelling emails that help you stay top of mind for legal services in your community.