While today’s law firm has many marketing tools at its disposal, including high-tech options like automated phone calls and SMS marketing, email marketing remains an effective and fairly affordable option with a high potential ROI. If you are considering launching an email campaign or if you have one you want to improve for your firm, these strategies can help.
Create Campaigns that Follow Up
As you build your email campaigns for your law firm, make sure you always follow up after the first email, even if you don’t get any traction. With automation, this becomes easy. You set up an email schedule, draft your emails, and let them do the work for you.
Why is email follow-up so important? Following up after the first email can give you a 30% increase in reply rates. It can take up to 16 touchpoints, including emails, before a contact becomes a client. If you’re not following up, you’re losing potential new clients.
Make It Mobile Friendly
As you develop and launch your email campaigns for your law firm, make sure they are mobile-friendly. Over 60% of email users will access their emails on a mobile device instead of a desktop. If your email is hard to read on a smaller screen, then you will lose some of these users. In fact, around half of email recipients will delete an email that doesn’t show properly on their chosen device, robbing you of the chance to market to that potential client.
Now, this does create a problem, because if someone uses their desktop to access the email, you want it to display well on the large screen. To combat this discrepancy, make your emails responsive so they appear properly on whatever device is in use.
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Take Action When They Respond
Another key factor to successful email campaigns for a law firm is the action you take after a contact responds. If you keep sending them your “become a client” messages, they may feel like they are getting spammed and start ignoring them. Set up your campaigns so that you either move them to a new email funnel after a response or automatically stop the email campaign when someone replies.
Taking the right steps after a response is important because it maintains a sense of personal communication, even when you’re sending automated emails. If the emails change or stop after a response, it feels as though a human is reading and responding to them, even if you are using a CRM to manage these contacts.
Send a Helpful Monthly Newsletter
Some email marketing has to happen even when someone doesn’t think they need legal help. Keeping your firm at the forefront of potential clients’ minds will help you bring in new ones as those contacts face legal concerns. A monthly newsletter that provides educational content that’s relevant to your target audience can do this.
If your newsletter is packed with exceptional content, it brands your law firm as a thought leader and industry expert. Engaging content also increases the likelihood that it will be read or clicked through.
To make your newsletter even more effective, make sure the call-to-action links and buttons are clear and simple. Make it nearly irresistible for someone to click or offer more of the story after the click. These actions will encourage people to take action and actually click through.
Keep It Personal
Email marketing needs to feel personal. Personalized messages have transaction rates that are six times higher than generic emails, so this step is vital to your online marketing success. It should send the message that the client needs to read at their point in your client funnel or the marketing journey. It should also contain their name and some personal information about their case.
For most law firms, typing individual emails for each client is too time-intensive to work well. However, there are automation tools you can use to insert this personal information into a pre-made email template. Doing so will make the email feel personal, even if you are sending it as part of a system.
Use Segmented Lists for Better Personalization
Simply sending your email with your client’s name embedded into it may not be enough personalization to lead to a large number of conversions. You also need personalized messages based on client actions. Segmented email campaigns can help with this.
Segmented campaigns take your subscribers and divide them into groups based on a set of characteristics you define. For law firms, this is often their legal need and the stage in their legal case where they are. It can also be demographics, geographic area, or customer behavior.
Once you’ve divided your lists, create highly targeted email campaigns that reach that demographic where they are. Because the content is tailored so close to their needs and preferences, it will be relevant to them, increasing the likelihood that they will convert. In fact, companies, including law firms, see 18x the revenue from segmented, targeted email campaigns than from similar campaigns that lack segmentation.
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Nurture Email Campaigns Effectively
Nurturing email campaigns means naturally guiding leads through the sales funnel. It provides gentle guidance form one email to the next, rather than blasting your marketing message all at once. This process works, creating more sales-ready leads than more blatant email campaigns.
Nurturing may look like this: a potential client fills in your lead form and opts in for your newsletter. You send a “thank you” email that tells a little about your firm and how you can help them. This begins the awareness stage, and the content is primarily educational.
Next, you will send something that shows personalized value to the potential client, moving them to the interest stage. Showing how you can help them win their case works well here. After that, move to case studies or testimonials, which nurture your lead into the decision stage. Finally, offer an exclusive offer or an urgent, time-sensitive call to action to move them to the action stage and into becoming a client.
Save Time with Automation
While these tasks can seem overwhelming if you manually tackle them on your own, you can do all of them with ease if you implement automation. Setting up campaigns that automatically funnel your clients through their client journeys, eventually leading to them signing to become paying clients, is simple with the right tool. A legal CRM can make segmentation easy, allow for automated campaigns that look highly personal, and provide insight into what campaigns are working and which ones aren’t.
Law Ruler offers automated email, text, and voice calling campaigns that allow you to segment your client list and then send them personalized, directed marketing messages. It also offers an AI assistant that makes composing those emails easier, saving you time so that you can focus on billable tasks without hurting your overall marketing efforts. Finally, it utilizes automatic workflows that are triggered by client actions, so you can be confident your leads are sent exactly where they need to be within the campaigns based on their specific actions and legal concerns.
If you are interested in building effective email marketing campaigns that utilize automation, Law Ruler can help. Schedule a demo today to see this tool in action and learn how you can organize your leads and prospects and effectively reach them with tailored email campaigns.
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