Email Marketing Important For Law Firms

If a client doesn’t know who you are or doesn’t trust what you have said, they will choose a competing law firm over you. Email marketing may not help you attract business directly, but you can build relationships and trust that will eventually put your business at the top of the prospect pick or referral list when the opportunity arises. Being at the top of that list is critical to success – especially in today’s digital world – and one of the most cost-effective ways to stay on top of things is with content-rich email campaigns.

“Old-school” lawyers believe that email marketing is like casting a line and hoping one in a million will bite the fish. Modern marketing best practices show that “blowing up” a list of contacts with irrelevant emails actually does more harm than good. Rather than trying to close one person in a million with an email, law firms need to view emails as conversations on interesting and relevant topics. With email, we continuously build relationships … strengthen those relationships and ultimately build trust without ever meeting the person on the other side face to face.

Companies often ignore the power of the * correct * sending of emails. Email marketing has a lot of overlooked power. It has evolved with the digital age, continually revealing more skills that can ultimately lead to greater awareness, conversion and retention through valuable and up-to-date content showcasing a company’s expertise. Despite this power, law firms are diminishing the importance of email marketing because of the perceived time spent versus the expected return on investment. How can email continue to generate a return on a law firm’s investment?

For lawyers, Email Marketing can be most effective when it provides intelligent, tailored, and relevant information to potential customers or referral partners. We are overloaded with work and have little time to catch up on current events in our industry and, above all, to seek and find information that can help us to be better informed about events, news and progress in our industry. As marketers, we need to build our emails to be that trusted source by consistently routing relevant information to a specific audience. Emails, like snippets of conversation with an old friend, are rarely quick wins. The value lies in the relationship your company builds with prospects and referral partners.

Sure, some of the potential customers you email may need your services right away. But when a relationship is established with contacts that Not If you have an immediate need and value your company for your expertise, you can be sure that they will be in touch when they need your service … or know someone who will.

Nobody begs for a full inbox. The legal industry developed this negative notion of email marketing: your message, no matter how relevant, will simply get lost in someone’s inbox. We say we get too many emails a day, but most of us will too We prefer to send emails instead of receiving phone calls and paper mail. People clear the junk in their emails, but people still keep relevant, targeted content and favorite newsletters because they still want to be informed and in touch. That is a critical Distinction and the difference between “email is a waste of time” and “email is my most efficient customer source”. Law firms have stopped sending newsletters due to the herd mentality that all email is junk, but that only provides the opportunity to get noticed in the open box of someone’s inbox. In other words, apart from dealing with personal friends, family members, and co-workers, email is still the most important and direct communication channel for reaching new customers and employees. Most of the time, people we don’t know personally will hang up, overlook your social media message, or destroy your letter. Email is still an acceptable way to reach people with targeted content on a regular basis, and therefore Email marketing has a core value.

If you have a smartphone, your inbox is linked to it, and while you commute to work, wait for a call, or transition from a task, you can flip through whatever you need. To put some figures in perspective: Two thirds of emails are read either on smartphones or tablets. What does that mean? On the one hand, emails have to be optimized for mobile devices. Your prospects will appreciate concise snippets of email that serve as portals to further information on your website or other source. You have a few seconds to grab someone’s attention on their smartphone, so make sure the most important message in the email stands out.

Email is key to building and maintaining important relationships with your audience. It’s a great way to stay connected with companies and customers, and the more relevant content you can send, the more loyal a subscriber or customer can become. Email becomes even more powerful when used in conjunction with other digital and social marketing efforts. Forwarding blogs, events, and other information where a customer can experience a moment of revelation and remember that another location is critical to building a relationship.

Here are some ideas for your future email campaigns

Email campaigns change depending on your job and ideal customer person. For example, if you are an estate planning attorney, you might:

  • Send monthly Newsletter about events in the community

  • Offer a checklist to start making a will for those who will think about it

  • Provide breakdowns of any recent study or research that could affect your prospect’s estate planning

  • Provide comments on recent court rulings that could affect customers and offer case studies

  • Position yourself as an expert in your field

All of these options are exactly what people are looking for: concise, valuable, and targeted information from an industry expert. The general trend here is that you want to be a resource for customers to get information that could help them meet their needs.

Email has the power to build strong relationships with prospects. It’s a longer-term investment, but with properly designed content and a consistent rhythm, email can be the most efficient for your business channel to build customer relationships. Email marketing has another underrated power that most law firms don’t really understand. With every email, the sender is in control, unlike social media platforms where you have to rely on random algorithms to get your message to the right person’s feed. Email is a direct form of communication that goes from one inbox to another, which gives your message the highest chance of reaching the intended audience. If you have a new blog discussing intellectual property information specifically for customers, you can post that new blog straight to your audience’s inbox. Most law firms overlook email marketing, but this is exactly why it is so powerful in building relationships with prospects, and why email marketing deserves to be a part of a. to be Law firm marketing strategy.

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