If you are not using email in your client attraction, conversion and retention strategy, you are throwing tons of money away and deliberately stunting your firm growth. Harsh but true. Despite the different negative opinions about email marketing, it remains a very powerful tool and the most effective way to keep reaching prospects and clients and maintaining a relationship. Needless to say, you need to boost your legal email marketing.
With email, you can track a whole lot. You can track open rates, conversion rates etc. You can track different actions and behaviour and trigger different things to happen based on the actions your prospects or clients take or don’t take.
The money is in the list is one ever-abiding fact that hasn’t changed. Email lists serve as a hedge against changes by platforms like Google and Facebook. It keeps you in control of prospects and clients. It gives you a herd [pardon the expression] listens to you.
One major point for using email marketing is that it is quite cheap and isn’t complicated to get into – just a little investment with the potential for huge returns. Needless to say, you need to boost your legal email marketing.
It is a great way to keep the relationship going with clients and conversations going on with prospects as they move along the customer journey from prospects to paying clients and finally advocates of your brand. Hence, you don’t need me to tell you again, the need to boost your legal email marketing.
Email allows for accurate segmentation of your list and the running of multiple campaigns simultaneously to different segments.
The advantages of using email in your marketing make it compelling to implement. Email open rates are quite high as long as you provide valuable content your clients actually need.
If you currently use email in your firm, there are techniques that you can implement to optimize your email marketing efforts for better results.
It is very important that in your emails you include a call to action as often as you can. Do not assume your readers know the next thing to do or will readily remember to do anything. They need to be guided and led as to what the next course of action is. Emails can be used to acquire testimonial from satisfied customers on your services. Testimonials are very powerful social proof that builds trust and credibility. I guess it’s now obvious, that you need to boost your legal email marketing.
You can also use email to get valuable feedback and to also get an insight into your customers and their needs. Just ask them. Don’t be pushy. Ask them nicely. Make a clear request. Adding a reward for taking action will increase responses. Everyone loves a reward. Give it to them.
Use email to keep in touch with and send reminders to clients. Save yourself the pain of clients missing appointments by automatically adding reminders to your emails to them.
Another way you can also save yourself a ton of time and effort is by automating email delivery. Timeline your mails. Set your educational email series to be automatically delivered at set times and days without any other work from you. You can set your emails to be delivered in minutes, hours, days, weeks … ahead.
Set a campaign that sets out a series of relevant and well-timed content to be delivered to those on your list who are not yet your customers – educational content. You don’t have to waste time checking up on them to educate them on why they should do business with you. Set it up once and let it work like clockwork all the time following up on them till they either become paying clients or opt-out or you choose to expunge them.
In my next post, I will share more techniques you can use in your email marketing. Implement the ideas shared in this post and let me know your results. Let me have your comments also.
To your Success