Email marketing doesn’t have to be complicated at all. For a relatively small financial and time investment, you can use email to connect with targets and find new clients.
All you need for an effective email marketing campaign for your law firm is four simple things. Let’s take a look at them.
1. A platform
You’ll need an email marketing platform to help you make your campaign the most effective it can be. Examples of frequently used platforms include ActiveCampaign, ConvertKit, MailerLite and MailChimp.
Many of these platforms offer powerful analytics to track your campaign’s performance. They also provide automation tools to streamline your workflow and segment audiences.
Having an organized contact list is easier with these features, which can enhance your outreach and efficiency.
A lot of email marketing platforms will let you start out for free to explore some of the features. Others will have a low monthly cost. Once you’ve signed up for your platform of choice and set up your profile and campaign, you’ll be able to start writing and sending emails.
2. A computer
Chances are you’ve already got this covered. You’ll need the actual means of writing your email address, whether it’s a desktop or laptop computer. You won’t want to do marketing work from a mobile device—it’s much more efficient to type with a keyboard, and most of the features of email marketing platforms are best used on desktop or laptop devices.
3. An audience
You will, of course, need people to whom you are going to send your email.
To start with, most of the recipients of your emails will be your existing customer base. Most platforms you find will allow you to import existing customer lists, but you should be sure to check for this feature before starting a subscription.
After you’ve imported your existing list, you’ll need to set up opt-in features on your website to allow people to sign up for your email list.
Create opt-in forms with clear calls to action that stand out on your page. Use strategic placement, like above the fold or after a popular blog post, to increase visibility.
Consider offering incentives, such as a free resource or discount, to encourage sign-ups.
Once you start getting registrations from people who are not already customers, you can segment your audience based on demographics such as existing versus prospective customers, the specific type of case they’re interested in or in which you’ve worked with them, the time of your last case, etc.
4. An idea
You’ll need to carefully plan out exactly what you wish to say to your email audience. You shouldn’t just sit down and start sending emails without a plan. Keep in mind that you only have a limited time to get the attention of your recipients, meaning you’ll need a high-quality subject line and short, digestible, valuable content.
Subject lines should be catchy and personalized, perhaps including the recipient’s first name. Incorporate action verbs and instill a sense of urgency or curiosity to boost open rates.
By doing so, your emails are more likely to capture interest right away.
You might consider using emails to alert clients of new blog posts, podcasts or offerings. Perhaps you’ll use them to offer bite-sized portions of relevant legal advice.
We recommend writing down a list of ideas that you would like to cover in emails, and then flesh each of those ideas out individually.
For more information about how you can get the most out of your email marketing campaigns, contact us at Conroy Creative Counsel.
