How to start utilizing email marketing for your law firm
We’ve already covered what email automation is and why legal professionals need it, but here’s how you can make the most of your legal marketing and launch successful email campaigns!
Step 1: Choose an email automation platform
There are many email automation platforms out there so it’s important to choose the one that best meets your needs. Some popular platforms include MailChimp, Drip and Squarespace. If you’re looking for something more user-friendly and easy for beginners, MailChimp and Drip are great for testing the waters because they offer tutorials and other resources to help get you started for free.
MailChimp also integrates well with websites and makes email marketing super easy! If you are like us and host everything on Squarespace, you can keep it all local with their email campaigns, however they are newer, not free and still offer a bit less than competitors. We do love the simplicity of everything in one place though.
Step 2: Understand your audience
Figure out your client needs
When creating any kind of content, you always need to consider your audience and their needs. Don’t approach email marketing with the mindset that you’re simply mass emailing everyone the same thing. Your clients want to feel like your emails are more genuine and personalized to them.
Cater your content to those needs
As we’ve said before, content is key––if your audience doesn’t see the value in your emails or find them relevant, they won’t read them. Of course, what your clients find valuable and meaningful varies, so it’s crucial that you understand their needs and properly appeal to them to maximize your client satisfaction!
Step 3: Have a plan
Don’t just dive in headfirst without having a clear plan! Figure out your purpose and what your goals are before you start putting your email together. Once you have a solid strategy, it’ll make implementing your email marketing efforts for your law firm much easier and more cohesive.
Step 4: Start your email campaign
Depending on the platform you choose, you can create your own template or pick a pre-set one. Tinker with the settings and functions to create a template that best fits your brand. When planning the layout of your email, make sure your email is also mobile-friendly! According to a 2017 Adestra survey, 85% of U.S. email opens occurred on mobile or email apps, compared to 15% on desktop.
Key elements to include:
A headshot - Visuals are important so your email isn’t flooded with too much text; plus, clients will be able to associate your face to your law firm.
Quality content - remember: quality over quantity! People are busy and have short attention spans so create content that is relevant to your subscribers and write in a way that is concise and digestible.
A call to action - prompt your subscribers to visit your website or offer a free consultation.
Social media links - encourage your clients to connect with you on social media!
Business information - make yourself easily accessible and include your contact information, address and hours of operation.
Step 5: Maintain consistency
Adopt a realistic schedule
Consistency is super important! Schedule specific days and times to send your emails, as well as time for you to create each send-out. This allows your subscribers to know when to expect your emails and to look forward to the next one! Staying organized with a schedule also helps you properly manage your time. Email automation platforms typically have a scheduling feature so you don’t have to worry about clicking the send button yourself.
Again, practice quality over quantity––don’t over-schedule and instead, find a balance that fits your business routine. Pro tip: There is a lot of digital noise hitting all inboxes all day. If you can only produce one beautiful, stunning email per month, that is totally A-okay!
Use an editorial calendar
An editorial calendar helps you stick to a schedule and meet deadlines. They’re great for mapping out your ideas and visualizing what kind of content you'll be publishing. By utilizing an editorial calendar, you can plan out and create content in advance so you don’t have to scramble to create an email last-minute.
This comes in handy if you send different emails to cater to specific clients or refresh older content. An editorial calendar enables you to have a better picture of how everything fits together and what channels you’ll be using. You’ll also get into the habit of creating more long-term goals rather than deciding what to include in your email day of.
Step 6: Track your success
Measure your open rates and click-through rates and compare them for each email campaign. Open rate is the percentage of people who open your emails and click-through rate is the percentage of people who click a link or conduct a secondary action within your email. Analyzing these numbers will help you better understand your clients and subsequently allows you to create content that aligns with your clients’ interests. It’ll be easier to assess what’s working and what’s not and point you in the right direction!
Step 7: Build your email list members
Reach out to current and previous clients! Since they have experience doing business with you, you already have some kind of interaction with them, which makes it easier to further build a relationship. You can also reach out to LinkedIn and social media contacts. Another way to grow your email list is to implement a pop-up or a sign-up form on your website, encouraging visitors to subscribe to your emails.
Want to leave it up to the professionals? The Checkmark crew is here to help you ✔️
Drop us a line for a free consultation.