Email Marketing – How to Use Email Marketing in The Legal Services Industry

Email marketingEmail marketing has been around for as long as the Internet has been around. However, many businesses, especially law firms of all types and sizes, forget that email marketing should be a part of their online presence. This article is not meant to tell you why you need email marketing, but let’s run through some crazy statistics anyway before we have a look at some of the best practices for law firm email marketing.

Email Marketing Belongs in Your Online Marketing Strategy

Every single day, approximately 500 times more emails are sent than all Facebook posts and Twitter tweets combined. The return on investment for email marketing, approximately 4300%, is literally hundreds of times higher than it is for direct mail marketing. And yes, you read that right: the typical business earns $43 for every $1 it spends on email marketing efforts. As if the financial side of things isn’t convincing enough, remember that email marketing is still the best way to automate, segment, and analyze your online marketing efforts. For all these reasons and more, email marketing should be a basic part of your online marketing strategy.


Display Your Opt-In Form Everywhere

You need a well-designed opt-in form that’s both simple and accessible. Remember, subscribers come before emails. Link your social media sites, your blogs, your emails, and everything else potential clients may see to the mailing list opt-in form. Even after your mailing list starts growing, remember to focus on where it all started – the opt-in form. Yes, this means adding a prominent “Forward to a Friend” button on all your emails. Yes, it may mean redesigning your website to make the sign-up form more noticeable. Yes, it means having to think creatively and then rethinking repeatedly on how you can tap into the immense powers of email marketing. Above all else, it means using your legal expertise to never violate the marketing laws set forth by the CAN-SPAM Act.


Offer Quality Content and Sign-Up Incentives

Even after you select an established email marketing provider, your subscribers may consider your emails to be spam if they’re irrelevant and invaluable – that is, if you have subscribers to begin with. The best thing you can do for your opt-in efforts is to focus on incentives – is there an eBook, white paper, or other download you can offer? How about a special discount or invitation? The answer is yes: if you’re still in business that means your firm offers something of value. You just need to figure out how can translate that value into sign-up incentives. After working incentives out, your firm needs to build an editorial calendar along the same lines. All the content you send out should do two things: it should benefit your subscribers and it should lead them back to your website and your office. This means rigorously weeding out useless topics and ruthlessly effective and engaging communication.


Use Real-Time Metrics and Autoresponders

Again, one of the biggest advantages of email marketing is its ability to provide performance metrics immediately. You can and should see which emails were opened more, which emails resulted in more clicks, which emails resulted in more conversions, and which emails resulted in more unsubscribes. In other words, your work is not at all done once you have a mailing list and lots of content saved up – it’s only starting. When you’re at that stage, your firm is finally in the neat position where it can build useful and constantly improving relationships with potential clients. Now, you can see what works and what doesn’t and use a wealth of powerful tools to increase your visibility more effectively than ever before.


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Jurgita Glodenyte


Jurgita Glodenyte

Jurgita Glodenyte is an online/digital & social media marketer, manager, strategist, consultant, trainer and public speaker. Her goal is to give companies she works with the tools to make them successful in a technology based economy. Jurgita has written a few books on digital marketing & social media.
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