Email marketing is an integral part of any digital marketing campaign. Though there have been various forms of marketing, that have come and gone, email marketing has still held its ground.
It has stood the test of time and when used correctly yields impressive results, till this day.
With this form of permission marketing, you’ll have direct access to your prospective client’s inbox. And without being sleazy or salesy you’ll have great opportunity to put your services right in front of them.
Where do you start?
You need an email list to start. But why would someone give you their email address? Let me share a few pointers that’ll help you build an email list for your law firm.
Know your audience: You’ll need to put in some time to know your prospective clients. Put yourself in the shoes of your clients and try to imagine what would they be looking for? What are they going through mentally, and why do they need your services? What are their desires?
It’s not legal service you’re offering; you’re offering to end their worries. You’re offering to help them gain back what they’ve lost. And the better you know them, the easier it will be to communicate with them.
Relevant Content: Now that you’re aware of your client’s needs, concentrate on the benefits they’ll get when they avail your services. You shouldn’t always have an agenda of pushing your services.
Give out advice that is genuinely helpful for people who are looking for it. Content that is engaging will make more people read on.
People like free stuff, and if you provide things of value through free ebooks, articles, tips, and tricks you automatically end up in your reader’s good books. It also makes your readers look at you as an authority in the services you’re providing.
When you do this for a while, you cement your place in their mind. So, next time they need legal advice, who do you think they would turn to?
Make it Easier for them to share their email: When you’ve started getting visitors to your site, and your content is keeping them engaged, it’s a great time to ask them for their emails.
You’ve to give them advice that they won’t find anywhere else in exchange of their emails. This is the doorway to your prospective customers’ inbox. And depending on how you use it, it could be a source of constant flow of clients.
The next step: Sustenance:
Creating your email list is the first step of your relationship with your prospective clients. And just like human relationships need work to maintain; your email audiences need the same kind of work.
Remember to build credibility through the information you share with your audience. They’ve provided you with the privilege of access to their inbox; make sure you keep that in mind. Here’s how to go about it:
- Send useful content in your emails. News, latest happenings and things which your readers can use.
- Emails should be sent weekly at the least. You’ll need to experiment to figure out what is the correct frequency, and finding the right number will need some work.
Send too many and you risk people dropping off. Send to less and they’ll forget about you.
- You can ask your audience what they would like to know about. This will also give you an insight into where their interests lie. This should also spark content ideas that are beneficial for your audience.
Choosing an email service platform
Sending out emails manually isn’t a good idea, not only because it’s time-consuming but also it doesn’t give you insight on how your readers are interacting with your emails. Metrics like how long they spend reading your emails, how many times they open your emails, what links they click on and so forth gives you a deeper read into your audiences’ behavior.
Key metrics to keep an eye on:
Open Rate: The metric records the percentage of emails opened out of the total number of emails sent. It gives you an opportunity to use different subject lines, openings for emails, content, and structure and see which gets the best response.
Click through rate: CTR measures the number of people who are clicking on the links that are embedded in your email. It’s a measure of how effective your email copy is.
Unsubscribes: This is the number of people who choose to opt-out of your email list. If the rate of people who unsubscribe is significantly higher than the rate of people who are subscribing, then you need to take a closer look at the reason.
Building an email list and following the strategies listed above will ensure that you have a great relationship with your readers. And when the need arises it will be these readers that will approach no other law firm but yours.
Edward Lott, Ph.D., M.B.A.
President and Managing Partner
Ed can be reached at