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Email marketing is one of the most effective ways for lawyers to market in the current technological landscape. The most prominent challenge lawyers and law firms face now is gathering a steady stream of clients. With the ease of law services that the internet offers (e.g., online will creation), lawyers need help finding and retaining customers.
This can be detrimental for law firms, especially if they don’t track their online leads well. In fact, a certain survey states that 26% of law firms in the world do not track their leads efficiently.
So, if you want to watch your law business skyrocket and achieve great heights, having a concrete email marketing strategy in place is crucial. This will help you usher new clients, retain the old ones, and obtain referrals for future business.
However, an email marketing strategy cannot be a shot in the dark, irrespective of how simple it might seem. Every step you take must be calculated and contribute to your marketing campaign's overall success. In fact, 65% of a law firm’s budget comes from the digital environment.
So, what are the top tips attorneys can use to craft a seamless and efficient email marketing strategy?
Read on to find out!
Having targeted email addresses is of paramount importance when it comes to a successful email marketing campaign. In fact, studies show that 86% of the time, law firms don’t record the email address of a potential client.
Refrain from making this mistake, and have your email address data repository filled with genuine contacts. Employ the services of a third party to obtain well-vetted and verified email lists to fuel your email marketing campaign.
Furthermore, keep the following email marketing tips in mind to elevate your campaign and usher ROI growth:
First things first, to get started with your email marketing strategy, you must define your goals. What do you want to achieve, and how do you wish to go about it? Achieving clarity on these two questions will push you to an efficient start in your email marketing strategy.
If you don't ponder these questions before pushing your email marketing campaign off, the content will be less focused on your potential subscribers.
For instance, let’s say you initially set your goal to get in touch with past clients and bring their business back. With this goal in mind, you can launch multiple marketing strategies simultaneously to bring back their attention.
Furthermore, you will have to segment your email lists accordingly to cater to the right audience for maximum conversions. Your email list needs to be more synthesized and based on the various interests and needs of the clients in question.
Once you have defined the direction you wish to take with this particular email marketing campaign, you need to decide on the content you plan on sending them. What content will prove valuable to your subscribers? What content is relevant to them?
To answer these questions, you must first answer one primary question. What do you know about your users? Think this through, and only then have your mails reflect on topics you know your audience would care about.
In fact, a certain survey states that personalization of emails will bring up your open rates by 29%. This is vital in building effective relationships with your subscribers and increasing overall engagement.
To give you a head start, here are a few pointers you can use to answer the questions mentioned above:
● Do a deep search on the current industry trends.
● Ponder about common issues your subscribers have been facing recently.
● Get help from a third party to formulate the perfect targeted mailing list for marketing success.
● Keep a close eye on your competition.
The current technological landscape and the extensive number of clients you constantly juggle demand something much greater and more effective than a manual email marketing campaign. You must constantly engage your users; this isn't quite possible if you let manual effort take the wheel.
Bring in automation software, and have them send out bulk personalized and targeted emails. The software should be able to segment your users, manage your overall list, and offer reliable insights and analytics for marketing success.
On top of that, it should be able to offer the following services:
● Send automated emails to your target audience
● Track performance
● Provide email builder templates
● Maintain your contact list, and so on.
Keeping your emails concise and to-the-point, while offering valuable content is the key to a good email marketing campaign. According to a survey by Constant Contact Data, your emails must not have more than 20 lines of text.
Only then will you experience higher click-through rates. Furthermore, keep in mind that your body must not have more than 150 words.
Here are the top tips you must keep in mind to successfully email market your law firm. As mentioned above, email marketing is one of the most effective ways to get across to your target audience and can bring in the most ROI in comparison to other parts of your overall marketing strategy.
Email marketing is one of the best ways to showcase your law firm's value and the services it provides its clients. In essence, it is ideal for bringing in high-value clients and nurturing long-lasting relationships.
So, pay attention to the points mentioned in the above article, and watch your email marketing campaign grow like never before.