Email marketing is a very successful way of marketing and when these are used by legal firms, they can achieve massive success. However, marketers must know and understand the various legal restrictions imposed on advertising as in most instances if these rules are not followed strictly then there could be serious monetary penalties for every instance that it has occurred. Having a captive audience of professionals is an important aspect of getting the word out about your product or service. This is where email marketing for law firms comes into play. In the past, email marketing was disdained by many agencies because it appeared to be a waste of time and money. However, with the changes that have taken place thanks to technology, email marketing has gained popularity and has also become cost efficient. The practice of law is one field where your email marketing campaign can work to your advantage. By utilizing these tips, you can market your law firm to all new and returning clients, effectively boost your firm’s bottom line, and establish yourself as a reputable attorney in the eyes of your potential clients.
The first tactic for effectively marketing your legal services or business to attorneys is to ensure you offer exceptional content. If your content is not compelling and of value to the attorneys you are looking to reach, then they simply won’t open or click on your emails. Additionally, if your email campaigns are always riddled with spelling and grammatical errors, you are wasting a valuable opportunity to build trust and credibility with potential clients. Poor spelling and grammar in an email marketing campaign can do irreparable damage to how a potential client views the attorney’s service or business and their expertise. Email marketing is a very popular strategy for marketing products, services or brands. One of the reasons why email campaigns are so effective is because they target people who have already opted-in to your messages and get them to come back over and over again. Communicating with your clients is one of the best ways to maintain customer relationships and generate leads. By using marketing automation to send personalized emails you can increase conversion rates, identify valuable leads, and ultimately grow your business.
If you’re not using email marketing to promote your law firm, you’re missing out on a huge opportunity. This strategy can help you improve your online presence and drive more conversions. But if your marketing strategy isn’t properly optimized, you could be losing clients instead of attracting them. That’s why we’ve put together our best tips and tricks for email marketing for law firms. Implement these strategies today to make the most of this tactic:
Why Do Law Firms Need Email Marketing?
Email marketing is a great way for law firms to connect with potential clients. It’s also a great way to drive more traffic to your website, build brand awareness and trust with existing clients and create engagement with potential clients.
How to Get Started With A Law Firm Email Marketing Plan
- Define your target audience.
- Set up a marketing automation platform.
- Choose your email marketing software.
- Develop your email marketing strategy, plan and calendar for the year ahead and create content for each month that’s relevant to your target audience’s needs.
- Create templates for each of these campaign types:
- Welcome series (first few emails)
- Annual newsletter or holiday card series (every December) – Newsletters (monthly) – Whitepapers and other educational materials that can be shared regularly via email with subscribers over time —
Showcase Your Expertise.
- Answer questions. If you frequently get asked the same questions by potential clients, write articles that answer those questions. For example, if you’re a patent attorney who gets a lot of calls from people with questions about whether they should file for an international patent or domestic only, write an article on the best ways to go about doing that.
- Write blog posts. Blogging is another great way to show off your expertise—especially if it’s well-researched and up-to-date (more on this later). To make sure your blogs are searchable and easy for people to find in Google or other search engines, make sure they contain lots of keywords related to what you do!
- Publish case studies. Case studies are written accounts of how one client dealt with a particular problem in order to help other clients learn from their mistakes/successes so that they can avoid making similar ones themselves (or take advantage of opportunities). They’re great because they allow readers both inside AND outside law firms access important information without having paid any money upfront—and at no risk!
Gather Your Subscribers.
You can’t have a successful email marketing campaign without an email list. Your subscribers are the people you send your emails to, and the more you have, the more money you will make. The good news is that it’s easy to grow your subscriber base because there are plenty of places where law firm marketers can find new subscribers. Here are some ways they do this:
- They ask current clients if they want to subscribe;
- They use social media advertising;
- They run contests on Facebook or Twitter (like asking followers why they should sign up);
- They hold events at which attendees get free goodies like pens or wallets if they give out their contact information; and/or
- They include an opt-in form on their websites or blogs that asks visitors for permission before adding them.
Segment Your Subscribers.
Subscriber segmentation is a critical component of any successful email marketing strategy.
What you’ll want to do is make sure that you’re targeting the right people with your emails, and this can be done by creating segments based on factors such as:
- Interests (e.g., specific areas of law)
- Location (e.g., city, state) or industry (e.g., pharma/biotech)
- Demographics (age, gender) or behavior (e.g., open rate)
Write Your Email Copy.
Now that you’ve got a plan of action in place, it’s time to write your email copy.
Email marketing is all about connecting with your leads and customers in a way that resonates. When writing your emails, use a conversational tone and be clear and concise. You want people to feel like they are hearing directly from you—so don’t sound too professional or formal; instead, make sure that everything you write sounds natural and friendly.
To keep things interesting (and prevent spam filters), try using gifs or photos in your emails when possible. You can also add an image of yourself in the signature at the bottom so that people know who they are talking to!
Don’t forget about call-to-actions! They’re important for telling people what action(s) they should take as soon as possible after opening an email/web page/etcetera—they give them something specific that helps guide their behavior toward success.”
You can also personalize your emails. You can use first names and a friendly tone, which will make the recipients feel at ease. A conversational tone is always better than a formal one; it makes you seem more personable and trustworthy.
Once your law firm has a healthy email marketing campaign going, it’s time to start delivering value. Your law firm should be sending out emails every week or two with valuable information that readers can’t get anywhere else.
To do this, ask yourself: What is my target audience looking for? What would they find useful in a newsletter? Can I help them save time, money and energy in their business (or personal) lives by providing something of value? If so, then go ahead and send it!
Here are some examples of how you might deliver value to your readers:
- A list of legal resources that can help them avoid common mistakes when starting a business
- An industry analysis report focused on the latest trends in your area of practice (e.g., bankruptcy law)
Include a Call-to-Action.
You should also include a call-to-action (CTA) in your email, which is the button that asks users to take action. The CTA should be prominent, clear and easy to understand. In addition, it should stand out from the rest of the content so that users are able to quickly find it and follow through on it without having to spend much time searching around for it. Finally, your CTA must be easy for recipients to complete; if this is not the case, then they may simply ignore it or not even read through your email in its entirety.
Optimize for Mobile.
If your law firm is emailing clients and prospective clients, you need to make sure that your emails are optimized for mobile devices.
- Use a responsive design. This means that when someone opens an email on their phone, the text and images will resize themselves as needed in order to fit without scrolling.
- Use a mobile-friendly email template. The easiest way to make sure all of the content in your emails looks good on phones is to use a template that’s already been built with mobile users in mind—many email services have them available or can help you create one if you don’t have time or expertise yourself. You can also just send regular HTML emails using MailChimp’s templates (https://html5emailtemplates.com/). If you choose this route, make sure it says “HTML” somewhere near the top so people know what they’re getting into!
- Use a mobile-friendly email service provider like MailChimp or Constant Contact which offers responsive design templates with just about every feature imaginable from newsletter creation tools (like Aweber) all bundled under one roof plus free reports showing stats about who opened each message along with stats about which links were clicked most often etcetera etcetera . . . .
- Use AWeber instead if all else fails because its services integrate seamlessly into WordPress sites created with Genesis Framework – #1 choice among developers worldwide – allowing them full control over how best practices should be implemented within any given site structure: eliminating redundant efforts while increasing overall efficiency levels across departments; reducing overhead costs associated with maintaining multiple accounts at different providers; improving accessibility across platforms through single sign-on technology such as OAuth 2 authentication protocol which allows users without passwords access their accounts without having first logged into their own personal computer systems first before accessing those same sites again even though they’ve never signed up before today!
Analyze Campaign Performance and Make Changes.
When you’ve got a better understanding of engagement, it’s time to identify areas where your email marketing campaigns can be improved.
- Start by looking at the metrics that matter most: open rates, click-through rates and conversions (for example, leads or sales).
- Use this data to determine what your campaign is doing well so you can maintain those elements going forward.
- If you notice that one element of your email marketing isn’t working as well as it could be—or if there are multiple underperforming aspects—you’ll need to make some changes.
Implement these email marketing tips and tricks today to improve your law firm’s online presence, capture more leads and drive more conversions.
Email marketing is an effective way to connect with your audience, build your brand and drive more conversions. You’ve likely heard the saying: “80% of the Internet population is using email and 20% are not.” That means there are a lot of people out there who you can reach via email if you know how!
Email marketing is one of the most cost-effective ways to reach large groups of people at once. Email marketing also allows you to create multiple lists so that you can send different messages to different audiences based on their interests or purchase history (i.e., new customers vs. loyal customers).
As you can see, there are many ways for law firms to use email marketing without breaking their budget. If your firm doesn’t have an email marketing strategy, it may be time to start one. And if you already have one, check out these tips to see how you can improve it! When done right, email marketing can be an effective way of generating new leads and increasing conversions among existing clients. It’s also a great way for attorneys to stay top-of-mind with potential clients looking for legal services or advice when they need it most.