In my previous post we talked about different techniques you can use in your email marketing to make it highly effective. Email is one of the cheapest strategies you can use in your legal marketing that has very high returns on investments if done right. Read my previous article on email marketing techniques [same title as above XXXXXXXLINK TO FIRST POSTXXXXXXX] if you haven’t done so yet. Let’s dive in with other techniques you can use in your email marketing.
With email marketing you’ve got to be clear on what you want and clearly communicate it to your readers. They will do what you tell them to do not what you assume they will do. If you don’t ask for the action, you won’t get it.
- Use your emails to directly ask for reviews or testimonials from your clients. A great tip to always remember is not to only ask once, but ask twice or thrice at well-spaced intervals.
- Work once and reap the benefits multiple times is very true in email marketing. Valuable content is what email is all about. Create a series of really valuable content that a new client opting into your email series will love. Set these emails to go out at specific intervals or after certain actions or response by your clients. You do not need to do this ever again as you just set it as a sequence of email series.
- Emails can also be a powerful way to reduce time wasted in no-show appointments. Use them as reminders, followed by a call or text message. You will find out that you will save yourself a lot of time and disappointments from cancellations and rescheduling of appointments.
- A great tip is to use email to always send a Thank You message to your clients after an appointment. This is one simple tip that can skyrocket client retention and loyalty for you. It adds a personal touch that endears you to your clients. It’s the simple things that most times make a lot of difference or creates a huge impression in the minds of clients.
- Clients can contact you and desire to get more information about your services and thus you need to spend time on the phone explaining and educating them. Why not automate the Frequently Asked Questions into a series of emails that you can set to drip out to educate your prospects on your services and how you can help them. Set an opt in box on your website for those who want more information, that way you have a 24 hours funnel that clearly educates prospects on your services and what it will take for you to handle their cases.
- In your emails, don’t be sale-sy. Provide real value. Educate them on issues and challenges that they have. Show them how to avoid certain mistakes. Tell them how to go about getting certain things done. Show them the options available to them in certain matters. You need to connect with them as their trusted advisor who truly cares about them and not what you can get from their pockets.
Your emails should use compelling language. Be convincing, be open. Do not write your emails in a so-so fashion. Let it be genuine and heartfelt. Make it conversational. Write as you would to a dear friend that will actually take the time to read what you have written. Never be in a hurry. Be interesting and be fun. Vary your content. Include fun facts, humour, stories etc. Take advantage of trending news and write your own angle to it. Give them the opportunity to talk back and reply you. Show them you are listening. Reply their questions and respond to their comments. Refer them to other helpful and relevant content online.
Email marketing is relationship marketing. You may have heard it said that the money is in the list. Let me correct that – the money is in the relationship with the list! Relationships are all about give and take. Give first before you expect back.
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