As computers, tablets, and smartphones have become more pervasive over the years, it has become…
A follow-up email strategy is key to turning your lead into your next sale for any size business. The sooner you follow up, the more likely you will close the gap between lead to client.
Effectively implementing a follow-up email strategy with a new lead takes time, but it builds a solid connection to your law firm, in the end driving more revenue.
If you’re not following up with your leads, you could push a lead to take their business elsewhere. When you fail to follow up, you’re not just losing out on one potential client. For example, if your law firm abandons a lead, they not only lose the client transaction but miss out on any subsequent leads, such as a potential client referral.
What is a Follow-Up Email Strategy?
A follow-up email strategy consists of an email or series of emails sent in response to the actions of a user. For example, suppose your firm offers a downloadable resource that is only available once a lead’s information is collected through a web form. In that case, the next step is to nurture the lead with a follow-up email to further engage with your practice. A follow-up email can encourage a lead to take the next step in the customer’s journey, like scheduling a consultation.
A robust follow-up email strategy with potential clients should be a high priority when building your overall marketing strategy. Keeping the power of the follow-up in mind, here are five follow-up email benefits your business can utilize to grow your business.
1. Show Your Firm’s Interest and Reliability
Establishing a follow-up email strategy provides the opportunity to stay top of mind for your leads, and it also fosters a relationship with your law firm. Creating a line of communication with your lead with follow-up emails showcases your businesses interest in a lead’s problems and reminds a lead that you can help with their legal needs.
2. Adding Value with Every Interaction
A follow-up email is a great way to show a potential lead that you can bring them valuable information every time they hit open. Follow-up emails are an opportunity to educate leads on your legal services and your process to help meet their legal needs. Showcasing your law firm’s value to a lead over time can help nurture the relationship and encourage your lead to interact with your business.
3. Build Firm Credibility
It is common for people to do business with companies they know and trust. It is less likely that a lead conversion will come from just visiting your website. A strong follow-up email strategy creates an opportunity to show a lead over time that you are an expert in your field.
4. Sets You Apart from the Competition
Your leads have opted to provide their email to you. They are most likely doing their research and connecting with your competition, too. Creating follow-up emails with valuable information and a strong call-to-action will set your practice apart.
5. Encourages Your Lead to Take Action
Follow-up emails maintain engagement when a lead has started to interact with your law firm. If the lead stops interacting, an email allows a chance to remind that person about your services. You can encourage a lead to take action by scheduling an appointment and other options to contact your practice. This allows for your business to be top of mind when a lead is ready to utilize your services and become your next client.
If you’re ready to take the next step, Law As a Business (LAB) Services can help. We work with elder law and estate planning firms on all aspects of marketing, including follow-up email marketing strategies to help your firm grow.
Keep in touch with clients and leads with an email campaign.
During this recorded webinar we will discuss some preliminary steps you’ll need to accomplish before getting started with a full blown email campaign. We will cover how to efficiently store contact information, utilize common email programs, and write compelling copy.