What is the biggest challenge that solo practitioners or small law firms face today? You won’t be surprised to know that the biggest challenge facing attorneys and law firms is finding a regular stream of new clients.
People frequently go years without needing legal assistance, and businesses that promote services like “online will creation” increase the competition facing attorneys. When there is huge competition, working hard isn’t the only thing that will draw customers to you. What tactics can attorneys use to address this issue then?
One of the best methods to bring in new clients for your law practice is through email marketing services. In this post, we examine the significance of having an email marketing plan for law firms and attorneys, present the email marketing strategies you should use, and provide step-by-step instructions for getting started.
Why do email marketing services matter for lawyers?
The biggest benefit is- It is economical
Email marketing doesn’t need a significant initial expenditure. Emails are reasonably affordable 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.
Email marketing is approachable and straightforward
Legal jargon and services might sound frightening when explained. But with the help of email marketing services, you can explain your expertise in an approachable, simple, and styled method. Your audience will recognize your experience and realize you have what it takes to assist them with their legal-related challenges. When you explain legal language and principles in straightforward terms, your legal marketing effort will start to show up.
Email marketing is vast and personalized
Email marketing services are vast and can reach a significant number of audiences in one go. For example, you can reach the inbox of thousands of people simultaneously. In addition, there are numerous personalized features of email marketing that allow you to prepare a custom email for each of your recipients. So, this legal marketing approach allows you to reach your audience personally through digital media platforms.
Email gathering and marketing strategies to invest in
Use legal themes that interest your subscribers
First and foremost, utilize your emails to produce informative and useful information for your recipients. Think about what matters most to them. You can boost the open rate by personalizing your email content to ensure that it caters to the demands of your audience, which is essential for engagement and creating strong subscriber relationships.
Here are a few suggestions for finding legal issues that matter to your subscribers:
- Consider the most frequent problems or subjects that your subscribers and clients raise.
- Do an online search to learn about market trends.
- Check out what your competitors are doing by joining their email lists or reading their blogs.
- If you already have an email list, ask your current subscribers directly. To find out what your subscribers want, send them a brief email with a list of possible themes they can select from or an open-ended query allowing them to make their own choices.
Offer free guides to potential customers
Giving out a free manual, worksheet, or eBook in exchange for a potential customer’s email address is a tried-and-true strategy of email marketing services. It’s a clever move because it ensures that members receive something practical and worthwhile right away in exchange for their contact information. Ensure that the subject of your free guide is pertinent and likely to alleviate one of their problems.
Make blog entries that contain sign-up forms
Growing your email list can be accomplished with the help of well-written, informative blog posts that add value for website users. They enable information sharing, better web presence, and audience engagement for your legal marketing. 92% of marketers use blogs in their content marketing strategy is not surprising. Embedding a sign-up form within your blog content helps to get readers to subscribe to your email list. People who value your blog entries will subscribe to your email list to ensure they get future updates.
Nurture subscribers with informative and legal material
As soon as you build your email list, give your subscribers useful content that keeps them interested in your legal services until they are prepared to commit. Make a list of themes likely to interest your audience using the research, then start writing and scheduling content around those topics. Businesses that use email marketing services to nurture their subscribers make more sales than those that target non-nurtured leads.
Select a top-notch email marketing tool
Although getting started with email marketing doesn’t have to be difficult, there are a few things you’ll need to consider, such as the structure and content of your emails, the best way to schedule them, and how to evaluate the effectiveness of your email campaigns. The email tools used by email marketing services will be useful in this situation. You may accomplish all those tasks on a single platform with a professional email marketing service (or tool), saving you time and energy that could be better used on billable work.
Utilize practical methods to expand your email list
Several platforms, including your website, other people’s websites, social media, and in-person sign-up opportunities, are a great part of email marketing services to develop your list. You can utilize your website the most to help you develop your email list. Most of your clients visit your law firm’s website to learn more about your services; it serves as your online storefront. Additionally, they will use it to schedule a meeting with your staff or ask for a call from you. Include a place to join up for your email list on your “Contact Us” page or as a pop-up form on well-known website pages.
Create a welcome email
74% of subscribers anticipate receiving a welcome email immediately after joining an email list. A welcome email’s objectives are to introduce you and your company to new subscribers, highlight the advantages of subscribing to your email newsletter, and start to establish trust. For example, you may start by telling prospective subscribers how your legal services company got its start and what your law firm can do to benefit them as potential clients. Since welcome emails are four times more likely to be opened by subscribers than other mailings, this may be your best chance to encourage them to take action, like scheduling a consultation.
Continue to test and get better
Once your email marketing efforts are up and going, you must monitor email marketing services’ progress and seek ways to make them better. This is essential to ensure that your marketing activities have the possible impact and that you devote your time to the tasks that will have the greatest impact. You can keep track of your email marketing success in several ways. For example, you may track conversion rates, such as how many subscribers go on to arrange a consultation. In addition, track open and click-through rates as an additional metric for success.
Email marketing services can play a crucial role in generating public interest in your legal firm. With eye-catching, simple-to-design emails, a decent email marketing campaign makes the process exceedingly simple. Email marketing can aid in legal marketing and help you draw customers while informing them about your services. So, when you want to grow more, you must invest in this advanced legal marketing strategy and make people aware of how your service can benefit them.
Joe Martin is a long-time contributor in the tech industry as a leader at Adobe, CMO of CloudApp, and SVP at Scorpion. With his business and marketing degress from Utah and Stanford and his work in tech he brings a unique balance of strategy and execution to help businesses large and small grow.