What is email automation and why do legal professionals need it?
As a lawyer, you’ve may have come across the terms “email marketing” and “email automation.” But what does that mean? Well, first and foremost, email automation is a marketing tool used throughout the service industry, including marketing for the legal industry. Whether you’re a part of a large law firm or have your own practice, you can benefit from this aspect of legal marketing.
Let’s break email automation down
Basically, email software sends targeted messages to clients or professional colleagues at designated times or based on specific actions.
A few examples:
Event or webinar marketing
One successful legal marketing technique is an automated speaker series emails. Utilizing email automation, you can remind those who have not registered, remind those attending, provide additional information leading up the event to keep your audience informed and engaged.
Personal welcome emails
Each time a new subscriber opens an email, it triggers another set of emails, like a call to follow you on social media channels, or a link to download your latest e-book on the legal industry you specialize in.
What are the benefits?
For starters, email automation helps keep your clients loyal and grows your audience by engaging with them one-on-one in their inbox. These days, most people check their emails daily. So by popping up in their inbox once in a while, they become engaged with your brand just from reading your email subject line.
Email automation also saves you time. And as we all know, time is money. You most likely don’t have the time to craft the perfect, personable email to everyone who joins your mailing list. But if you send a general blast, you may lose clients who feel that the information is irrelevant to them. And we all have enough crowding our inbox.
Want to get started?
First, make sure you have an updated legal website. Then, choose an email automation platform that best fits your needs. Check out a few popular ones below:
MailChimp is one of the most popular email automation services. It has a user-friendly interface and integrates nicely with websites like Wordpress, Shopify, Squarespace, etc. Their free plan offers 12,000 emails per month for 2,000 subscribers. MailChimp also offers tutorials, marketing guides and other resources to get you started.
Drip is a great email marketing platform that’s beginner friendly. It features smarter e-commerce marketing automation which makes it perfect for eCommerce, bloggers, and marketers. Drip offers a free trial and multiple paid plan options.
Squarespace offers an all-in-one platform for businesses where you can create your website and email campaigns. Their platform keeps your brand voice consistent by importing content from your website to draft emails.
The above examples are just a few of our favorite email marketing platforms. Still feeling overwhelmed by email and digital marketing? Don’t stress, contact the Checkmark crew for a free consultation!