It is a personalized and targeted strategy that helps clients recall your brand and reach out when they have a legal problem with which they are dealing. The ROI of email marketing for law firms in 2021 is massive.
For every $1 you spend on law firm email marketing, you can expect $44 in return. With email still functioning as a practical form of communication, solo practitioners and small law firms can engage with clients remotely. You can accomplish all of this while your email campaigns run on autopilot.
The most common mistake in legal newsletter email strategies is not having a clear set of goals. Non-marketing professionals tend to invest in an email marketing tool, add their contacts to a single list, and blast out emails that may or may not interest audiences. Executing a strategy in this manner creates little results and poor user experiences.
The good news is that you can make your email marketing efforts more intentional by engaging in the goal-setting process. In general, your goals should include:
· Generating referrals.
· Driving website traffic.
· Alerting customers of new offerings.
· Keeping your audience’s attention.
Clearly define what you hope to accomplish, from law firm goals to campaign goals.
Mass communications do not deliver great legal newsletter experiences. They are disruptive and may lead to low engagement rates or unsubscribes. Instead, use the goals you established in the preceding exercise and show how you will use list segmentation to achieve them.
Audience segmentation is the act of dividing prospects and subscribers by intent, demographics, practice areas, psychographics, and location. For example, if you practice both personal injury and criminal defense and target several cities, divide your audience into these categories. By collecting and segmenting leads in this manner, your small law firm will achieve better results.
Manually sending legal newsletters is a thing of the past. There are robust tools on the market that will help you set goals, segment audiences, and create marketing funnels without performing these tasks in real-time. Programs like MailChimp and Aweber are worth checking out when developing a strategic plan.
These marketing automation tools can facilitate broadcasts, drip campaigns, and more. The style you select should align with your objectives and audience segmentation efforts. Once you have invested in the right tools, you can start focusing on the nitty-gritty of content.
Your law office can create brand new content every week, month, or quarter. However, you can also repurpose old content, such as blog posts and social posts to provide inspiration and form the basis of your marketing efforts. Other content ideas include FAQs, community events promotion, legal alerts, and your other platforms’ cross-promotion.
It is natural to lose subscribers over time. However, law firms need to keep the ball rolling by growing email lists routinely. Numerous tactics and methodologies can help you accomplish this task. Start by ensuring that your website has user-friendly subscription options.
Place links in footers, use pop-ups that trigger at specific times and make your forms as easy to use as possible. Other promotional options include creating lead magnets, asking people to subscribe during webinars, and including sign-up links in your email signature. Newsletter promotion is a creative endeavor that allows your ideas to shine.
Like goal setting, many individuals do not recognize monitoring and controlling key performance indicators (KPIs), which let you know how well your campaigns perform. Your email marketing automation and analytics tools will let you know which ones perform better than others.
You will want to monitor bounce rates, conversions, spam rates, forwards, open rates, and click-through rates (CTR) along with strategic plan execution. These metrics provide you with insight and may pinpoint where a problem occurs if your newsletter does not produce results.
When tactics do not meet goals, this situation also indicates that you need to make changes. Avoid pushing through your initial strategy for the sake of consistency and control. Instead, take back your control by making adjustments and responding to your audience members’ precise needs.
Solo and small law firms are constantly looking for new ways to attract attention, grow a network, and increase profitability. A legal newsletter can help you cast a wider net and connect with audiences more authentically than your competitors who still use their website as a business card. You can make your firm stand out from the crowd and generate new revenues when investing in this strategy.
If you need help devising and executing a strategic plan, reach out to the Denver Legal Marketing team today.