Whoever said that email marketing is dead did not know much about marketing in the first place. Any marketing expert would tell you that email marketing is still one of the most powerful marketing tools available for businesses, and law firms are no exception. According to Forbes, email marketing offers one of the highest ROI of any marketing channel. If you want to boost your current marketing strategy, it is time to look more closely at email marketing for law firms.
Why Choose Email Marketing for Law Firms?
Like any marketing tool or strategy, you need proper planning and execution to get results through your email marketing campaign. This 2019 tracker report for email marketing also claims that for every $1 spent on email marketing, there is a return of $42! If you have a limited budget – or even if you simply want to boost your ROI – then email marketing is a good place to start.
The potential for high ROI is definitely an attractive benefit that you can get for choosing email marketing as a marketing channel for your law firm. But the benefits don’t end there.
Email marketing is also a great way to establish a connection with your potential clients. You use email to generate leads and to maintain your relationship with existing and new clients. With a well-written series of emails, you can educate your clients and prospective clients, keep them engaged, and update them on what the latest is on your law firm.
There is a potential gold mine of marketing benefits that you can get, as long as you execute your email marketing strategy the right way.
Top 7 Strategies for Email Marketing for Law Firms
Maximize the benefits of email marketing for law firms by following these proven strategies that will increase your email subscribers, or achieve your marketing goals.
1. Segment Your Email List
Your email marketing success begins with identifying your audience and tailoring the email content you offer based on their needs. It is ideal to have multiple email marketing campaigns so you can target various types of legal clients, such as new leads or prospects, new clients, or existing clients.
By segmenting, you don’t send all of your clients and prospects the same email. You should customize your campaign according to which stage they are in the buyer’s journey. To help with that, you need to analyze your goal for communicating with these clients via email. This will enable you to tailor the messages you send to them accordingly.
2. Add Value to Your Email Subscribers
On average, most people read or receive a ton of emails on a daily basis. Make sure you can keep your email subscribers engaged by providing them with content that is of value to them. It starts with creating email content that they would want to read. It takes a bit of research on your end to analyze the type of content that would be relevant for a particular demographic of your email subscribers.
Moreover, you need to send out regular emails to your email list. Make sure to strike a balance between keeping regular email communication without bombarding them with too many and frequent emails. The latter is guaranteed to make them click on the unsubscribe button.
3. Keep Your Emails Concise
Don’t beat around the bush. Keep your emails short but meaningful. No one has the time to read a lengthy email. If they are too long, or of no interest to the recipient, your emails will remain unopened or go straight to the trash.
Make sure you keep your emails less than 20 lines of text. This is going to improve the click-through rates of your email. Make sure that the vital information you want to offer your email subscribers is readily available – they won’t have to dig through a bunch of text for it.
4. Educate Your Email List
You want to position your law firm as an expert in the legal industry, particularly within your specific niche. Keep them informed with the latest information on the legal industry, such as new regulations and how you are adapting to it as a law firm, and any other relevant legal news and current events.
This type of email content is beneficial for your legal clients, as well as a great way to establish your credibility.
5. Behind-The-Scenes Look at Your Firm
This is another engaging type of content when using email marketing for law firms. It is important to not just focus solely on the serious and legal aspect involved with your law firm. Make sure to provide your email subscribers some insight into the people behind the firm. By sharing behind-the-scenes information about your team and its activities, you add to the credibility and trustworthiness of your firm.
It gives your email subscribers added confidence that they are dealing with a legitimate firm managed by real people. At the same time, it helps establish some personal connection with your law firm.
6. Don’t Just Limit Your Emails to Text
Email content can be any form of media too, not just written text. Indeed, you can add images or videos to your weekly emails or newsletters. This type of content is easier to digest and more engaging than emails that are purely text-based.
You can share infographics, photos of your team, or a video introducing your firm and showcasing some of its recent activities. These are just some ideas you can work with and there are plenty more ideas to try.
7. Keep it Mobile-Friendly
Many people read their emails on the go. Therefore, it is important that you develop your email campaigns to be mobile-friendly. This will make it easier for people to access your email from their mobile phones. By designing your emails to be mobile-friendly, you can increase the open and click-through rate of your emails. It will also improve the user experience of your target audience.
Should You Try Email Marketing?
The beauty with email marketing is that it works as a suitable channel for marketing and for business development for any business and for any industry. You can use it to build and nurture leads. At the same time, you can leverage this tool to improve the customer experience by providing them with relevant news and information that is useful to them.
And finally, email is ideal for increasing customer touchpoints. Whether it’s saying thank you to them for making an inquiry, sending them a reminder for an upcoming meeting, or showing your gratitude for a successful closing of a case, it is vital for law firms of all sizes.
