“As law firm business development teams have changed the way they find, engage, and track prospects and leads, it makes sense that technology use is on the rise. Platforms for email marketing, customer relationship management (CRM), analytics, and content management top the list of adoption.

•Nearly three-quarters of surveyed law firms (72.5%) are using email marketing. Law firms are looking for ways to scale, automate, segment, and nurture outreach. Email and marketing automation platforms allow law firms to generate more visibility and engagement.”  LexisNexis® 2021 MARKETING & BUSINESS DEVELOPMENT REPORT: LAW FIRM & LEGAL PRACTICES

Email Marketing for Lawyers – 3 Tips to Start Building a Campaign to Grow Your Law Firm

If you had to guess, how many emails flood your inbox each day? Is it more than 25? Or closer to 100? Then reflect on how many you read, or better yet, click open.

The number of emails consumers receive has doubled, if not quadrupled, in recent years. There are currently nearly 4 billion daily email users. That means as a law firm, any old email newsletter rambling on about the latest happenings in your company will not suffice. You will have to offer something more inviting to make the slightest dent in your audience’s attention span.

Email Marketing is a Key to Market Strength. Need proof?

You may be wondering if you should direct your legal marketing efforts elsewhere. However, let’s consider email marketing. According to the Direct Marketing Association, email marketing continues to supply marketers with a superior ROI of 4,200 percent. That’s a greater return than you can expect from all other forms of online or offline marketing.

It’s easy to see why, according to Hubspot, nearly 60 percent of businesses say email marketing is their top source of ROI (ROI).

What’s more:

• 78% of marketers saw an increase in email engagement in 2020.
• 80% of business professionals said email marketing increases customer retention.
• 59% of respondents revealed that marketing emails influence their purchase decisions.

So, how do you tap into this lucrative strategy without drowning in the noise of your competitors? You can use the following techniques in your email marketing to outperform your competition.

Step 1: Build your audience with lead magnets.

To have a fruitful campaign, you must have an audience. The best way to achieve this is by offering valuable information in exchange for your target audience’s email and contact details, commonly referred to as lead magnets. Lead magnets, also known as freebies, come in multiple forms, including webinars, ebooks, guides, and cheat sheets. The second leading way to secure your audience’s emails is by adding a newsletter subscription button throughout your website, ideally towards the top of each webpage.

You can also use a targeted post to encourage followers from your social media platforms to subscribe.

Step 2: Implement segmented email marketing campaigns for more targeted messages.

According to HubSpot, marketers who utilize segmented campaigns in their email marketing experienced up to a 760 percent increase in revenue. Segmented marketing involves organizing your email list into categories. This process allows you to target your audience more successfully and increase conversions. There are various ways to tailor your message. You can categorize your list by the nature of your relationship. In this case, you might separate contacts into past and present clients, prospective clients, and referrals. On the other hand, if you are a personal injury lawyer, you can group your list according to the type of case, such as medical malpractice, auto accident, and slip and fall accident.

Step 3: Create a drip-email campaign.

A drip campaign is a series of automated email messages sent on a preset schedule or based on a client’s behavior. This campaign is designed to help you build a relationship with your audience through personalized and consistent communication.

Most drip email campaigns fall into two categories: date-based automation and user-based automation. Date-based automated emails allow you to send personalized messages to your audience on special occasions, such as holidays, birthdays, or anniversaries. Alternatively, user-based automated messages are triggered based on the audience member’s response. For example, when someone joins your email list or you meet at an event, you can send them a series of welcome emails introducing them to your law firm. You can also set up follow-up messages for prospective clients who have either scheduled a consultation or missed an appointment.

For better or worse, email marketing will continue to be a daily part of your audience’s information diet. However, the pivotal factor in keeping your law firm top-of-mind is to think beyond the traditional email newsletter and incorporate personalized email campaigns into your marketing mix.

Conclusion

A reliable email service provider ensures that your email campaigns won’t end up in your recipient’s SPAM folder. Many companies provide cloud-based email marketing software services, and we’ve simplified things for you by listing some of the leading service providers, along with their pricing page links):

Aweber

Constant Contact

Mailchimp

GetResponse

ConvertKit

SendinBlue

Drip

Need help crafting attention-grabbing emails? Give us a call at (800) 862-0361.

Cheers,

Stacey Mathis