Email Marketing for Law Firms

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Time is money, and if it takes you too long to respond to someone who filled out a contact form on your website or requested additional information about your services, you literally miss out on business. First impressions count, and if you are unresponsive or simply too slow, potential clients will find help somewhere else. You should never be too busy to forget about important client-lawyer interactions, and to help you avoid this mistake, you need to have an email marketing plan worked out. Nowadays, email automation is a lawyer’s best friend, and personalized emails should be automatically firing whenever they are needed. 

For decades, email marketing has been one of the most powerful yet cost-effective marketing tools with a high return on investment rate. It has the ability to lead to new business as well as encourage clients to come back, even after a long time. In the following, we will explain the importance of email marketing. If done correctly, email marketing will open new doors for your law firm. 

What is the difference between a newsletter and targeted emails?

Both newsletters and targeted emails help you to communicate with potential and existing clients, but they serve a different purpose. A newsletter is sent to people that signed up specifically for it,  and gave your business permission to contact them. By contrast, a targeted email is also sent to people that gave you their consent, but only to a specific audience that relates to a selected message. Let’s take a closer look at both types of email marketing campaigns: 

  • Newsletter

Newsletters are specifically designed to keep your law firm at the top of the minds of an audience that, at some point, signed up for your electronic news service. It helps you to stay in touch, to remind them that you are there for them if they need your help, and it gives you the chance to talk about anything relevant to your firm. To avoid a high unsubscribe rate, the content should be created with your audience in mind and include something they are interested in while avoiding becoming spammy. The information you share can position you as a legal expert, and to add extra value and deliver valuable information about your firm, you could mention a new service you offer, educate them about an important topic, present a case study, or let a satisfied client act as a testimonial. Keep in mind to get to the point quickly, so people don’t get overwhelmed with a content-heavy email. 

  • Targeted Emails

As its name implies, targeted email campaigns are directly “targeted” to a specific audience or “target group” that showed interest in a particular service or need your help to solve a certain problem. These emails can help you to build trust and show that you listen to the needs of the receiver. Putting enough time and research into the segmentation will help to ensure that you only provide relevant content. Optimally, an automated email campaign enables you to send personalized messages after a particular action triggers a sequence of targeted emails. They are then sent on a predefined schedule to specific email subscribers.

Prepare for an email marketing campaign 

How can you make email marketing work for your law firm’s needs? It is easy to implement an email marketing campaign if you already have the email addresses of prospects, but what if people didn’t already submit their email addresses in return for your legal advice? Here are the steps to moving forward:

  • Collecting and Building

Before you send an email, you have to collect data and start building an email list of people that want to receive your content. It should be the very first step in your law firm email marketing strategy. Start with existing clients and create incentives like online sign-up forms that make it easy for the audience to get their names and email addresses on your list. If you give them a valid reason to sign up, like a free eBook or white-paper, you have a better chance of catching their interest. A blog can also help you to collect essential data for a successful email campaign. The team from 99Tech offers a free guide on how to create a user-friendly blog in no time. 

  • Segmentation

In the case of email marketing, segmenting means creating a targeted list of recipients who share specific interests or characteristics. Segmenting your contacts guarantees that you only send relevant emails and will help you to use digital marketing successfully. Your goal should be that people who receive it don’t just open the email, but also enjoy the content and perform further actions like clicking a link or button. Use the data you have collected to make sure that each of your segments fulfills a purpose.

  • Automation

Countless services help you send newsletters or targeted email campaigns. It is essential not just to start a regular email campaign, but also to not forget about it over time. Unfortunately, it is easy to get caught up in work. To avoid forgetting about sending out a regular newsletter, you could consider email automation. By using a trigger, something that your audience finds valuable, it can improve the quality of your engagement. Automation triggers a targeted campaign, which gives you the chance to increase the likelihood of turning a prospect into a client.

What email campaign will work best for your business?

The experts of 101domain just recently published an article about the power of email marketing, giving you tips on how to use it to your advantage without spending a lot of money. The advice they give you can help you to start and maintain your email marketing efforts, but the following list will also provide you with a quick overview of some of the most effective email campaign types:

  • Stay-in-touch Campaign

Staying in touch with customers or clients is essential for every business. After an initial contact an automated service should send a confirmation email welcoming the prospect “to the family.” In order to avoid that potential customers feel neglected, you have to ensure that you can handle their business. An email like that lets the receiver know that the submission was successful and announces that he or she will hear from you in the near future.

  • Follow-up Campaign

The ideal situation would be that a prospect turns into a client right away, but this scenario is rare. You have to put more work into the process, and an automated follow-up email campaign is designed to build trust and establish your law firm as a credible source that can solve their problems. Over the course of a few weeks, you can send an appropriate amount of emails that engage with your potential clients.

  • Re-engagement Campaign

This campaign form helps you to re-engage with prospects after a certain amount of time. The reasons for a lead going cold are endless, but so are the chances to get them back on board. A re-engagement campaign gives you the ability to reopen a dialogue and convince them that your law firm is the perfect fit for their needs. 

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