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Email marketing is one of the few marketing channels businesses can use to build an authentic connection to people that keep their business alive.

It’s a common misconception that email marketing is spam. In truth, it’s a marketing strategy used to nurture a relationship with your leads.

What is Email Marketing?

Email marketing is a type of communication sent directly to a clients’ or leads’ inboxes with the overall goal of increasing a law firm’s sales. Law firm’s can also use email marketing to inform, drive sales, and build relationships with leads around your law firm’s brand.

How Does Email Marketing Work?

Email marketing is the process of targeting a law firm’s audience and clients through email. Email marketing has the power to boost conversation and revenue by providing email subscribers with valuable information to help them learn more about how your legal services to help them achieve their goals for legal matters.

Email marketing starts with two things: an email marketing software and an email list.

The Importance of an Email Marketing Software

A law firm needs email marketing software to execute email marketing efforts seamlessly. This email software can be used for various methods, from growing email lists, designing and building customized email templates, and creating segmented lists for more targeted emails. Choosing an email marketing software is essential for your law firm and allows you to do so much more than send emails.

The Importance of an Email List

An email list generally consists of people who visited a law firm’s website and provided their email address, also known as a lead. These leads opted to learn more about a law firm or entered their contact information when scheduling a consultation with your business. Other types of lists that can be beneficial when sending targeted emails include client and referral lists.

Create Top of Mind Awareness for Firm Success 

When Should Your Firm Utilize Email Marketing?

There are many ways a law firm can use email marketing to nurture a relationship with clients and leads to grow their business. A law firm can also use email marketing to build brand awareness. Consistent email marketing can keep a law firm and their legal services top-of-mind for the moment when a lead is ready to engage with the firm. If your law firm publishes blogs or helpful eBooks, your firm can also promote this educational content in an email series or on a monthly newsletter. Email marketing can be used for many different reasons and take various forms to reach overall marketing goals.

What Are the Benefits of Email Marketing?

Email marketing can have many benefits for a law firm. One of the significant benefits of email marketing is the low cost to implement and high ROI. No matter a firm’s size, email marketing is a powerful tool to stay top of mind. Having an email show up in your target audience’s inbox can lead to your audience remembering your law firm the next time they have a legal question or need.

Another benefit of email marketing is the potential to drive repeat business and referrals by helping you stay in front of these influential groups of people. And the last benefit to consider for email marketing is how it help you better manage and segment email lists. There are other benefits to consider when utilizing email marketing, but consistently monitoring and measuring results can help you discover and optimize the best ongoing strategy for your email marketing efforts.

>>> How to Create an Effective Email Campaign <<<

Is your law firm ready to launch an email marketing campaign? Law As a Business (LAB) Services has the tools your business needs to succeed. We work with elder law and estate planning firms on all aspects of email marketing for your business.

Avoid mistakes when budgeting your law firm’s marketing plan. how to avoid mistakes when budgeting your law firm's marketing plan

Education Director Jim Wolverton, J.D. discusses how to get started in setting your marketing budget, how to track its effectiveness, and when to pivot to additional or different marketing channels.

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