It’s no question that having a well-defined and structured content marketing strategy is essential in reaching your firm’s target audience. Executing a successful email marketing campaign is no different. In this article, we will discuss tips and tricks that you need to follow in order to build an outstanding email marketing strategy, and also ways to track your success.
The era of the internet has made digital marketing the pillar of every lawyer’s marketing strategy. Email marketing is a result-oriented solution to attract new potential clients and to build trust and reputation in a highly competitive industry. No matter what area of practice you are in, building long-lasting relationships with your clients and potential prospects goes a long way.
What is Email Marketing?
Email marketing allows your firm to market your services and share your expertise in your area of practice by email – which is fast, flexible and cost-effective. This is a great strategy of reaching new customers and retaining existing clients by encouraging them to continuously visit your website and read your articles and content.
What are the Advantages of Email Marketing?
There are a ton of advantages and benefits for lawyers when it comes to email marketing:
- Flexible Design. Similar to building a website, logo or brand, email marketing allows you to design graphics and attach files that suit your message best. You are able to personalize your messages – which will ensure that your messages are being sent to the right people.
- Scalable and measurable. If you use email marketing tools (such as HubSpot, Active Campaign or MailChimp), you understand that email marketing can be reached to a large group of people, or you can filter it in order to filter a smaller targeted list. You can also measure your successes through reports and analytics.
- Cost-effective and time-saving. The cost of email marketing is one of the most cost-efficient ways to market. Through software, tools and automation you can send emails to your client list with a click on a button.
Tips for Email Marketing at your Law Firm?
Cater to the Right Audience
As mentioned previously, having well-planned email marketing can step up your digital marketing efforts. You have tools to build and separate your email lists that will work in your favour. In fact, targeted emails can generate more than 20 times more revenue than a generic email sent to your entire email list.
A great example of this is allowing you to send updates of your law firm to potential prospects that opt into your mailing list, and sending thank you emails to your previous clients and assuring them that you are available should they need your services again in the future.
Build the Right Content
The content you produce needs to be authentic and unique. The purpose of this information is to bring value to your firm and before you decide what to offer, you need to know exactly what your target audience is looking for, what questions they have, what they are searching for, and how you can help them with finding a solution.
Build your Mailing List
This brings us to our second tip: build your mailing list. Before you send an email, make sure you’re collecting information from your prospects and clients, and not just their email addresses. As more people sign up, you will need the ability to categorize them into your selected groups within your email marketing platform. This makes it better and easier to communicate with different groups depending on what your content is. Optimize your website so that it draws attention to your visitors to some sort of lead generation method. 96% of clients that are seeking legal advice are using search engines, and a potential 75% of them will click on your website and can reach out.
This is a great opportunity to collect your visitor’s information and stay in touch with your prospective clients.
Always Include a Call to Action in your Law Firm Emails
Be direct, stand out, and get creative. Your overall goal should be to convert your potential leads to paying clients. A good call of action needs to be compelling. Do not beat around the bush. Tell your audience exactly what it is that you want them to do. A call to action is your sales clincher so make it count and be persuasive.
There are many forms of an effective call to action. It can take the form of a button or a link to an article, but if it’s not easily noticeable, then it will most likely be ineffective. Be sure to use a color that stands out, and adjust the size to allow white space around the call to action so that it is visible to your viewers.
Finally, use an engaging copy that ties your ads to get your customers to act. Using a conversational tone to personalize your approach. Instead of using words such as “submit” or “confirm”, use phrases such as “book a consultation now” or “Show me my plan”.
Not all your visitors will understand the legal jargon, so make sure you stay away from any technical jargon that may confuse your visitor and readers.
Test Your Email Marketing Campaign
Before you send any emails, you should ensure that the format and content of your newsletters are visible on both desktop and mobile devices. There are more people now that check their emails while they’re on the go.
A/B Testing is also one of the most important things you can do while building a successful email marketing campaign. When you are A/B testing, you’re sending out two slightly different emails to two separate group of people to see which email receives better results. By doing this, you’re able to build an effective formula and take that knowledge to craft your next email and newsletter.
Create a Landing Page
Landing Pages are crucial when you want to make your legal marketing efforts more effective. A landing page is a page on your website which is designed for a specific purpose. When your visitors visit your landing page, they can get more information and then be prompt to take action by engaging with a call to action. As mentioned above, ensure that you are being specific and clear about the action that you would like your visitors to take.
Measuring your Performance and Results
The emails you send should be purpose-driven, and therefore, you need a way to track to see whether or not your email marketing campaign is helping you achieve your ultimate legal marketing goal.
Most of the email marketing tools available will give you some analytics. There are two crucial metrics that you should be tracking every time: Open Rate and Click-Through Rate.
Open rate is the number or percentage of the recipients who have opened the email. It’s a great indicator to see if the subject line stands out and is compelling enough for your recipients to open the email. It’s also a good indicator to increase your discoverability of emails.
But understanding this metric, you’ll be able to increase your open rate and also avoid your emails being sent to spam.
The click-through rate tells you how engaging your emails are. Also known as CTR, it tracks the number of clicks that your email content receives. Having a recipient open your email is one thing, but having them engage with the content you provide is another. This is why the CTR is so important. Having a high CTR is a great indicator that your recipients are finding your email helpful and relevant. Note that a good CTR is relative to what you’re advertising and promoting.
Are you looking for a Legal Marketing Agency to Work for You?
Soulpepper Legal Marketing has helped numerous law firms of different sizes, budgets and areas of practice. We look forward to helping you grow your firm. Give us a call or get in touch via our contact form to see what we can do for you.