Law firms are looking for great value ways to communicate with their clients, share useful information, and promote the growth of their business using email marketing.
Email marketing can be a great way to communicate with your clients, nurture relationships, and engage. Implemented correctly, it should help elevate your firm’s profile, ensure loyalty to current clients, and provide potential new business. This blog lists the best practices that online marketing for family law attorneys are taking to make effective email marketing strategies.
1. Build a Quality Email List
Collecting Emails Ethically
But a high-converting email list is essential for successful emailing! Avoid the use of email addresses in illegal and fraudulent manners. Collect email addresses and opt-in forms on your website, at events, or in person during consultations.
Segmenting Your List
Using more structured email lists to provide better reflecting content. Key segmentation criteria include:
- Type of client (current, former, or prospective)
- Specific Interests
- Active / Inactive status
- Geographic location
Segmentation makes it possible to have messages that are more relevant for different groups who all relate differently increasing the level at which each group will be engaging, and bringing a response back.
2. Begin Producing the Right Content
Educational Content
Deliver value content that solves your audience’s problems When you write educational types of content covering everything from legal tips to case studies, and explainer-style articles that all grow trust in your firm – it is expert positioning for a law firm.
News and Updates
Keep your clients updated on legal news, any changes in all laws, or updates done by the company. E.g., new hires, wins in cases, or upcoming events & webinars.
Personalized Messages
Use personalization to make your content more relevant to the recipient (addressing them by name) and take into account their interests or needs. People are far more likely to open and interact with an email that personally greets them, rather than a generic message.
3. Send Elegantly Designed and User-Friendly Emails
Mobile Optimization
With the huge percentage of subscribers already reading emails on their phones, it is a must. Improving the user experience is going to mean writing a ton of code, making them responsive, and adapting to all platforms.
Clear and Concise Design
Have a sleek, professional design that matches your firm’s branding. You need your email to be a good choice for perusing and understanding quickly, so bid farewell to any messiness. Break up your paragraphs with headings, bullet points, and short sentences to make it easy for the reader.
4. Use Strong Calls-to-Action (CTA)
Clear and Relevant CTAs
Use transparent, educational CTAs in your emails to encourage recipients toward that desired action. Maybe you want them to schedule a consultation, download one of your resources, or sign up for an event right then and there…or perhaps give your firm a call.
Prominent Placement
Your CTAs should be easily visible and clickable anywhere in the email. Mix bold colors and obvious action language!
5. Test and Optimize Your Emails
A/B Testing
A/B test it to see what resonates with YOUR audience best. Experiment with unique subject lines, email templates and layouts, content types, and CTAs to see which drives the most engagement.
Monitor Analytics
Continuously review your email analytics to judge efficacy. Leverage this data to help inform your email marketing strategy and elevate future campaigns.
Law firms are looking for great value ways to communicate with their clients, share useful information, and promote the growth of their business using email marketing. Strategically curating an email marketing campaign involves building a quality list, composing cohesive content that will interest the reader (law firm branding is crucial), designing emails professionally and effectively implementing CTAs, perpetually testing and ensuring optimization techniques are in use where necessary regarding open rates or recipient interaction ratios.
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