Email marketing continues to be one of the most effective ways to stay engaged with modern consumers. According to one source, email marketing earns $42 for every $1 spent, on average. That is a substantial return, making email marketing one of the most effective digital marketing strategies available to law firms. It’s not difficult to see the benefits of email marketing, but as a law firm, trying to determine the best possible approach to launching your own email marketing campaign can seem daunting.
Start Your Email Marketing Strategy With a Goal in Mind
The most important thing to consider when beginning your email marketing campaign is to have a clear goal in mind. This will help you create information that is both useful and focused. Emails that are not composed with a clear goal, client, or strategy in mind often come across as vague and uninteresting, causing your potential readers to lose interest or unsubscribe. Following these tips will help you create focused, valuable emails that both encourage potential readers to open the email, and once opened, keep them reading to the end. Possible goals may include:
The number one overarching goal, however, should always be to provide value to your readers. Whether the purpose of an email is to keep in touch with last year’s clients or to convert a few prospects to clients, you should always strive to create something of value. Good content makes people want to read it because it provides them with something useful, like an answer to a question they didn’t even know they had or advice on how to solve a difficult problem.
Nurture campaigns are a series of emails whose primary purpose is to nurture your existing relationship with past, current, or potential clients. Nearly all email marketing campaigns fall into this category on some level. Nurture campaigns bring valuable information to your potential clients by helping them solve a problem or keeping them informed of new laws or events. While nurture campaigns are not necessarily intended to earn you a slew of new clients right away, the idea is to steadily build trust and to keep you on their mind. That way, if one of your readers does encounter a legal issue sometime in the future, you will be immediately on their mind.
As an attorney, you probably receive a lot of emails from clients asking questions about their case or other legal matters. If you receive the same question from two or more clients, it’s likely that even more individuals are wondering the same thing. One good legal marketing email strategy is to answer these commonly asked questions in your email blasts. If you need more ideas, visiting a legal forum is an excellent place to learn what kind of legal questions and advice real people are looking for.
Sending emails to your current or prospective clients giving a legal analysis of current events relevant to your practice area is another great way to demonstrate your knowledge and expertise. This includes writing about new laws or changes to existing laws that could affect your readers. Your law firm itself can also be a source of news appropriate to include in your email campaign. You can deliver behind-the-scenes peeks at what’s going on at your law firm. Keeping your clients up to date about the goings-on at the firm allows them to feel engaged with and informed. For example, if your law firm brings a new attorney to the team, you could send out an introduction and short bio. You could also provide an interview with the new lawyer or a staff member.
Landmark Case Reports
Keeping your clients and readers informed about recent landmark cases relating to your practice area is another great way to engage your audience. Information about other cases, especially momentous or unusual ones relating to your practice area, can be valuable to your prospective clients, who may be navigating similar legal matters of their own.
Repurpose Popular Blogs
Not all email content has to be new. One option for generating exciting and engaging emails is to repurpose popular blogs using a new medium. For example, if you published a blog in the past about proving lost wages after a car accident, and this topic seemed to generate a lot of interest, you could reuse the same information but present it in a new way. Instead of a blog, create a colorful infographic or a short video to provide a fresh presentation that you can share via email blast.
Promote Community Events
Promoting community events is a great way to establish yourself as a caring and active community member. Potential clients are more likely to trust an attorney who demonstrates they care for and participate in their community, so showing that you are informed about current events is an excellent way to set yourself apart.
Simplify Complex Legal Terms
Many people feel intimidated by legal jargon and are easily overwhelmed when trying to understand a complex legal concept or navigate a legal process. As an attorney, you can establish your own credibility when you help potential clients make sense of these terms and processes by explaining them in a simplified manner. Many legal situations can seem much more straightforward to clients when explained using layman’s terminology, and clients will appreciate your effort.
Email marketing is a crucial marketing strategy for many of the most successful law firms. Sending regular emails containing valuable information is a great way to stay engaged with past and current clients, as well as to gain new clients. Follow these tips from RizeUp Media to maximize your email marketing efficiency and help grow your client base. To learn more about developing a digital marketing strategy that will enhance your law firm, contact RizeUp Media today.
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