Best Email Marketing Techniques for Law Firms

From the moment someone fills out your contact form, you have a limited amount of time to make an impression. If your firm is like most, that might mean a couple of seconds before they’re sent to a generic inbox folder. However, that doesn’t mean you can’t stand out from the crowd and become memorable.

If your firm uses email marketing, you are already ahead of the curve. Email marketing can go a long way toward establishing your firm as trustworthy and well-connected in your niche. Even so, many law firms don’t take full advantage of their email lists. Here are some tips on how to improve your email marketing results for law firms.

Why email marketing for law firms is important?

Most law firms frequently contact their clients by email. Email marketing is more than that, though. Using automated email sequences, a defined method is used to communicate with both current customers and potential new ones.

A well-written sequence of emails that deliver instructional, entertaining, and interesting content to the appropriate recipients at the appropriate time has tremendous power.

Why is email marketing so impactful?

Business expansion :

Reach out to potential customers and nurture your leads to keep your name in front of them. The business comes to you when a potential client requires the kinds of services you offer or knows someone who does.

This is a crucial step in building a “sales funnel,” but many law firms lack follow-up with potential clients and lack a lead nurturing system.

Cost-effective:

Email marketing doesn’t need a significant initial expenditure. Emails are reasonably cheap for the value they offer and easy to generate, design, and distribute with the help of a solid email marketing platform.

Therefore, all that’s required of you is to set aside a small amount of time each week or month to create appealing content for your emails. The investment is worthwhile, too. 65 percent of marketers thought their email marketing ROI was excellent or good.

Customer Service:

Enhancing the experience of prospective or current clients with pertinent updates, news, and opinion in newsletters is a potent strategy to keep them around for a longer period.

Touchpoints:

Increasing customer “touchpoints” is a fantastic method to do this while fostering loyalty. For example, sending an automatic “thank you” email for inquiries or a “plan a meeting”/”meeting reminder” email is a simple but effective way to do this. The most frequent ethical grievance made by clients against their lawyers is poor communication.

Once you have taken the time to develop and build your automated email campaigns and sequences, they start to operate for you even when you are pressed for time.

When talking about legal email marketing, the majority of law firms instantly think of newsletters. Even though we love email newsletters, there is a tone of other ways to engage with your prospects, customers, and sources of referrals. Including:

Drip campaigns:

A series of emails are sent to a particular target to nurture them, providing them with useful information about their requirements and your law firm’s value offer.

Re-engagement campaigns:

Attracting disinterested readers and getting them back into your funnel with eye-catching emails.

Newsletters:

Segmented audiences receive targeted digests of blogs, videos, office news, and other information.

Email blasts:

One-off emails are sent to readers to alert them of breaking news, like a change in the legislation or a sizeable jury verdict or settlement.

Are you prepared to start creating efficient, specialized email marketing for your law firm?

Let’s learn 6 steps to effective email marketing for law firms:

1. Select software for email marketing.

Without automated tools, managing many email campaigns would be difficult. Consider handling a drip campaign for new clients by hand. You would send your client a “welcome” email after they had signed their fee agreement.

You would need to start routinely emailing them to inform them of the litigation procedure and their legal rights about a week later.

Without automation, your team would have to keep track of each email sent to each client at exactly the right time. That lift is ridiculous and ineffective. Email automation ensures that no one misses important information or receives duplicate messages by appropriately triggering your emails at regular intervals.

There are numerous email marketing platforms available with a range of features and costs. However, the majority of these platforms share the following components:

• Email addresses of your leads and customers are kept in a database.
• Your emails are constructed using templates that you may edit to fit your brand.
• You can specify specific events (like the completion of a form) that will send a particular email.
• You can monitor how your leads or customers interact with your emails, websites, and other digital assets with the aid of marketing automation software.

Once the templates and emails are created and tested, everything is done automatically with little human input. We here at the company love SharpSpring and HubSpot, but you’ve undoubtedly also heard of Constant Contact and Mailchimp.

Let’s discuss if you’re unsure which platform would be best for your company. With the aid of our email marketing specialists, you can weigh the benefits and drawbacks of each software option and create a strategy that is specific to your requirements.

2. Set goals for your email campaign and its structure.

Ask yourself one simple question before you begin to create an email campaign: What is its purpose? Are you attempting to persuade a truck accident victim that you are the most qualified attorney to handle their case? establishing connections with other law firms that send you bankruptcy cases? Encourage a newsletter reader to register for an estate planning webinar?

You’ll need to use a little bit of a different strategy for each of these goals. Everything you do should help you achieve that goal as you design your campaign. For your webinar campaign or your truck wreck claimant, you might require a conversion-driven landing page or an engaging video.

Your goal should be to do everything you can to get your readers to open your emails, interact with your material, and get in touch with you if they have any more inquiries.

3. Email campaign’s targeted audience

You may have noticed that this article frequently uses the words “targeted” and “segmented.” Even though some email campaigns, like one informing subscribers of your move to a new address, affect several audiences, you often want to address a particular recipient group.

This might include accident victims, parents seeking unpaid child support, doctors referring cases your way, or current customers.

You can categorize your email lists on the majority of email automation platforms, and taking the time to create more focused audiences is worthwhile. You should take into account the various pain points and levels of sophistication that each of your reader segments will have.

You can target your messaging to their specific interests and requirements by segmenting your lists into more narrowly defined, smaller groups. This not only improves the results of your work but also raises open and click-through rates.

4. Create content that helps and gives value to your audience

It’s time to start choosing the topics for your emails once you have a certain objective in mind and have given serious thought to your target. You’ll want to draw additional themes from that list that will increase awareness of your business, establish your authority, and foster audience trust. After that, you may begin developing and implementing your email campaigns.

• Make your content unique and address the needs of your audience directly.
• Increase the effectiveness of your office with automated legal education and training.

5. Start your email marketing campaign.

It’s challenging (if not impossible) to carry out real-time email marketing without a sizable crew devoted only to your campaign. Instead, you want to be prepared to launch a campaign before you have finished writing all of your emails.

Since you never know when you and your team will be completely overloaded with your next large case, this will provide you a buffer to alter the content of your emails or the order in which they are sent, as well as to account for any work that is delayed.

You should carefully evaluate the sequence and number of emails you’ll send if you’re using a drip campaign. If you constantly bombard your readers with stuff, they will soon stop caring about you and stop reading.

Your company won’t be top of mind either if you send them information too infrequently. Based on demographic information and their prior experience, your marketing partner can assist you in finding the ideal cadence.

There is a ton of information available regarding the ideal day of the week, time of day, and frequency of emails; but, keep in mind that what works best for B2C retail is probably not what will work best for your legal practice.

6. Keep track of the results of your campaign.

Email campaigns have a shelf life, just like any other marketing tool, and not all of them will be as effective as you think. Because of this, you should use KPIs (key performance indicators) to continuously track the effectiveness of your campaigns:

Open rate:

This figure—often referred to as the click-to-open rate—displays the number of emails opens. Legal emails had a 16.22 percent average click-through rate in 2021.

Click-through ratio:

How often do readers continue down your marketing funnel by clicking on a link in your email? Legal emails had a 7.01 percent average click-through rate in 2021.

Rate of un subscription:

The frequency with which people proactively unsubscribe from your email list indicates either a lack of interest in your services or a failure of your material to satisfy their needs.

You should make little tweaks if your campaigns are constantly performing poorly to identify their weaknesses.

Frequently Asked Questions