Email marketing has taken the legal world by storm. This marketing method for law firms is one of the most effective. It brings with it one of the best returns on investments. Many lawyers often worry that sending emails advertising their services is viewed as spam. It can be, but when done correctly, email marketing is a highly effective marketing tool for lawyers and law firms. The best way to make email marketing effective is to provide fresh, informative content in the emails you send to current and prospective clients.
Email Marketing Basics
The most basic type of email marketing your firm can undertake is sending out a newsletter. Some firms will produce a weekly newsletter. These are the largest firms in the country who handle dozens of cases per week. Depending on the size of your firm you could get away with sending out a monthly newsletter. Highlight an attorney or paralegal in one section. Review the most recent successful case in another. The newsletter should also have an FAQ section or a section that provides the reader with pertinent information they can use to their advantage.
Utilize an Email Marketing Platform
It’s vital for your firm to utilize an email marketing platform. This also goes for any lawyers who have a solo practice. Sending an email from your work email account can lead to disaster. If enough people mark the emails you send out as spam, your regular communications with clients and others will wind up going into spam folders without ever being seen. This can hurt your firm’s overall business as clients will disappear, both new and old.
There are plenty of email marketing platforms to choose from, including MailChimp, Constant Contact, and Aweber. The difference when using an email marketing platform is that the emails are sent using the platform’s email addresses, not your business addresses. This will prevent recipients from marking your work email address as spam.
What Type of Content Should be Sent?
There’s a wide range of options when it comes to deciding what type of content should be sent in an email marketing campaign for lawyers and law firms. No matter the type of content you send it always needs to be relevant to your practice and interesting for the audience. Some of the best content to send in an email marketing campaign includes the following:
● News of the firm’s growth
● Announcing recent hires
● Snippets of blog posts with links to the full version on your firm website
● Highlights of community work done by the firm
● Upcoming changes in the law in your practice area
● Accolades and awards bestowed upon the firm
● Testimonials from a client
● Clippings of news stories from the press about the firm
● Details of a major victory
Best Times to Send an Email
There is much information out there when it comes to choosing a time to send the email. Some of the best times to send marketing emails are Noon, 2 pm and 8 pm. The absolute best time to send one of these emails is 10 am on Tuesdays, Wednesdays, and Thursdays. You can test various times by scheduling emails and taking note of how often the emails are opened on those days and times.
Contact Us Today
Do you have questions about email marketing for your law firm? Are you worried that as a solo practitioner your emails might not have much traction? Contact Attorney Business Consulting today at 339-337-2655 today to schedule a consultation.
