Email marketing for law firms? Yes, it is an online marketing technique that can, and should, be applied to practically any product fabric, the internet has eliminated the barriers between businesses and their clients, and small ones also have the opportunity to eliminate it, under the same conditions as large firms.
Basics:
Email marketing for law firms consists of using email as a means for a business to communicate with its customers, sending content of a different nature, such as offers, news, communities, announcements, or simply tips or gifts.
The problem is that, if done wrong, email marketing for law firms becomes a waste of time: you focus your work with little profit, and with a low statistic: the open rate of emails.
What does email marketing do for law firms? Obviously, take the email marketing campaigns of your office, focusing results on:
- Reflect your personality and experience naturally
- Make your content, experience and knowledge known, simply and clearly, without complicated jargon that could scare your readers away
- Improve the results in terms of objectives, from transmitting a message, or promoting appointments or offers
How to Send Email to Get Maximum Clients for Your Law Firms?
- Create a list of subscribers for each specialty of the firm
If you offer more than one service to your clients, you should make sure you have a list of specific email addresses for each practice area. This will ensure that you communicate directly with potential clients or clients who are really interested in what you write and send.
Having a single list will cause many potential readers to ignore you.
- Write a striking “subject”
Writing a subject that is interesting is the first, if not the only, possibility you have of attracting the attention of a potential client to open your email. So be sure to spend some time creating an issue that guarantees openness and adheres to these ground rules;
- Synthesize.
- Try to use less than 70 characters.
- Use keywords.
- Arouse curiosity.
Don’t forget your mobiles
People spend a great deal of time searching, reading news, emails and watching videos in front of mobile phones.
If you send emails to your subscriber list, it is vital that they are optimized to be viewed on both mobile phones and any other mobile device.
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Be as personal as you can
Personalization is very important in email marketing. Try to ensure that each recipient, as much as possible, is treated individually and not as one more to whom content has been sent that is addressed to a multitude of recipients.
You don’t just have to add the recipient’s name to your emails. To give that touch of personalization we advise you that the sender’s address is not a generic address of the office, but that of a member of the office, so it is much more likely that this will encourage people to contact to resolve any questions and the answer will be made from person to person.
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Send at the right time
If you want your emails to be read, make sure you send them at the right time of day.
Although we also advise you to try to send them on Saturday mornings since some offices obtain excellent opening rates sent at that time.
What Are the Benefits of Email Marketing for Law Firms?
Email marketing for lawyers is a very effective tool for a firm to be close to its clients.
It consists of your prospects voluntarily giving you their email and giving you permission to communicate with them through this means. If the information you send them is valuable, your reputation will grow and they will trust you more and more.
Email marketing for lawyers is profitable
The average open rate of an email marketing campaign is 17.81%, according to Mail Chimp, in the legal market it is 22.49%. The key that will make your emails open more is in the interest that the content you send to your subscribers arouses. Before sending an email, put yourself in the place where you received it and think if it will be useful or not.
Fact:
Although the opening of your emails is less than 25%, email marketing is one of the marketing tools with the highest return on investment. You invest in obtaining the email of a prospect and once you have obtained it, the promotion and sale actions on them have residual costs: the monthly cost per email managed on a platform like Getresponse is less than 1.2 cents.
Email marketing for law firms allows you to measure your campaigns at all times
Email marketing platforms give you accurate statistics on:
- How many people have received the mail?
- How many people have opened the mail?
- Percentage of people who have clicked on each of your links.
- Geographical distribution of the people who have received your emails and their behavior.
- Behavior of individual users in the face of the different emails received.
Reach your ideal customer with segmented shipments
You can automate responses based on the behavior of your subscribers. For example, you can make specific shipments depending on whether or not a certain email is opened, or according to the link where you click.
If you have different customer profiles, for example if you work with the end customer and with companies, you can make different shipments depending on the recipient. The language and content to be sent will be very different in each case. It is important that you tag your contacts to make a good segmentation
Five Tips for Effective Email Marketing
Finally, we leave you five tips so that the email marketing for law firm that you carry out in your office is effective:
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Look for quality rather than quantity:
The results of your email marketing for law firm campaigns will depend on the quality of your list, it is important that you carry out a segmentation prior to capturing the contact. You are not interested in any subscriber but only those who may be interested in your legal services.
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Take care of the details
Think carefully about each subject, what you write in the body of the message, the photographs you include and add a call to action.
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Choose the appropriate segmentation
Don’t send your campaigns to all your subscribers. Think about who of your subscribers will be interested in your email before sending it.
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Measure the results of your campaign
Take advantage of all the statistical information provided by your email marketing for law firm platforms and draw conclusions. It will help your campaigns to be more and more effective.
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