The practice of law is based on a foundation of trust. When you hire an attorney, you’re putting your future in their hands. That’s why it’s so important to build relationships with clients and colleagues by sending regular emails that are relevant and helpful. In this article, we’ll show you how to set up an email marketing campaign that will keep your clients engaged with your firm and drive more leads into the pipeline!
Best Practices for Email Marketing Law Firms
Email marketing is a great way to stay in touch with your clients, grow your business, generate new leads, generate revenue and build your brand.
Law firms are no exception to this rule. It’s important for law firms to take advantage of all of the benefits that email marketing provides because it can help them attract new clients and keep existing clients happy.
1. Email When You Have Something Good To Say
Email is a powerful way to reach your clients and prospective clients, but it can be an incredibly ineffective tool if you don’t know what you’re doing. A great way to make sure that you are using email marketing effectively is by focusing on the positive aspects of your law firm and its services. If there’s nothing positive happening, there’s no reason for an email. For example:
- “We missed the deadline.”
- “One of our attorneys made a mistake.”
An effective message will always focus on something good and exciting coming up soon or already happening—or both! For example:
- “We’re hosting our first annual happy hour next week!” (This focuses on something good.)
- “Our recent win has us optimistic about the future of our practice.” (This also focuses on something good.)
2. Use Your Subscriber List Effectively
Your subscriber list should be a valuable asset for your law firm. You want to use it as often as possible to keep you in front of your clients and prospects, even when you don’t have an immediate sales opportunity.
A simple way to use your subscriber list is through email newsletters. This is one of the best marketing tools available because it allows you to send out content that is relevant, interesting and valuable to those who have opted-in on your website or other forms of digital contact.
Another great way to keep in touch with those people who already know and trust you is through holiday cards. Send out a seasonal card at Thanksgiving, Christmas or Easter along with some offers that might be helpful during this time of year such as discounts on services offered at your law firm or charity donations made on behalf of the recipient during their name recognition month (such as Susan).
Birthday cards are another popular option for staying connected with clients, but can also be sent from lawyers themselves! Sending birthday greetings from someone within an organization shows warmth without being too personal; it’s a simple gesture that doesn’t take much effort but still goes a long way towards expressing appreciation for loyalty over time.
Thank-you notes are another simple yet effective method for staying top-of-mind with past customers who may soon need additional legal services — consider using these types of messages after closing major deals (and including references) so they’ll remember how great things went when working together before buying again from law firms like yours.*
3. Ask Your Clients For Referrals
We’re sure you’re already familiar with the old adage, “It’s not what you know, but who you know.” Well, that applies to your clients as much as it does to anyone else in your field of interest. While this might seem like a no-brainer at first glance, many firms fail to adequately utilize their client base for referrals and new business opportunities.
The best way to get more referrals from existing clients is simple: ask them for them! It may seem counterintuitive at first because asking for a favor can sometimes feel awkward or uncomfortable (or even worse—like being on the receiving end of one of those dreaded “ask me about my experience working with [firm name]!!!). However, if a client knows that they can trust that their information will be kept confidential and respected then they should have no problem giving you some names when asked.
You could also try sending out an email survey or making an office hours call where you ask people directly if they would refer someone else based on their experience working with your firm. If possible make sure that both the question and answer box is anonymous so there won’t be any repercussions later on if someone has given honest feedback about something negative like billing issues or poor service quality etc..
4. Watch The Competition
Watch the Competition
Watching what your competitors are doing is one of the best ways to find out what works and what doesn’t work in email marketing.
In order to do this you can:
- see what their emails look like
- see what their subject lines look like
- see what the content of their emails looks like
Watching your competition will give you an idea of the types of content that resonate with them, and the types that don’t. You’ll also be able to see how they handle calls-to-action, or CTAs for short. The CTA is basically where someone asks for something at the end of an email – whether that’s asking for money from potential clients or asking them to sign up for a newsletter.
5. Create A Few New Blog Posts Or Articles A Month
Email marketing is a great way for you to build your brand and keep people interested in your law firm. But email alone won’t cut it; you need to have other touchpoints with your audience as well. Blogs are one of the best ways to accomplish this goal.
Blogs can help with SEO (search engine optimization) by improving your ranking on Google results pages and encouraging more visitors looking for information about legal topics relevant to yours. They also build trust with prospective clients, who will see that you have thought-provoking discussions about issues related to their own lives or problems they may face in courtrooms across the country or world. When chosen correctly, blogs can also be used for affiliate marketing—a popular tactic among many lawyers who like earning money from other companies’ products while maintaining full control over what content appears on their site—and social media promotion when shared through sites like Facebook and Twitter!
6. Make Sure You Have The Right Tools On Your Site
Now that you know what a landing page is and how they can help your law firm, let’s take a look at some of the different tools you can use to create one.
There are four main types of landing pages: lead capture forms (the ones we just covered), contact forms, newsletter signups and Facebook ads.
Let’s start with lead capture forms. These are easy to make and require no coding skills. All you need to do is create an email opt-in form on your website or blog using one of these great WordPress plugins:
- Gravity Forms
- Ninja Forms
- Contact Form 7These three options offer different features for building a custom contact form for your site or blog, but each has its own strengths that meet unique needs in various industries. For example, if you have clients who want legal advice but don’t want to commit yet by hiring an attorney or paying for consultations through phone calls/emails—maybe because their issue isn’t big enough yet—then maybe try out Ninja Forms’ live chat functionality so that people can chat with someone right away before filling out any information about themselves!
If you follow these rules and keep it simple, you will have a successful email marketing campaign for your law firm.
It is easy to write a simple email and send it out to your subscribers. However, if you want more traffic, clients, leads and sales from your emails then make sure that your subject line is compelling enough for people to open the email and read it.
When writing the content of your emails remember that they should be clear and concise with a single call-to-action (CTA). Don’t create long winded content because most people do not have the time or patience to read through paragraphs of text before finding what they are looking for in an email campaign.
Email marketing can also be used as a way to get reviews for your law firm on sites like Yelp! When sending out an email campaign include links where people can leave their review or feedback on these sites so that other potential clients will see what others have said about you beforehand instead of making assumptions based on nothing but hearsay alone!
The best email marketing strategies are the ones that work for your business. If you follow these rules and keep it simple, you will have a successful email marketing campaign for your law firm.