What is email marketing and why is it important?
Email marketing involves the use of email to cultivate new leads, develop trust, and encourage new and repeat business. Unfortunately, when people hear the term “email marketing,” many of them think about the constant stream of advertising emails sent to their inbox that they delete without reading.
Email marketing doesn’t have to (and shouldn’t) involve spam and aggravating tactics, though. Well-crafted, personalized, and targeted emails are an indispensable tool for converting potential clients, especially when paired with powerful, proven marketing automation strategies.
At LaFleur, we know that one of the most important techniques for maximizing conversions through email marketing involves targeting specific audiences with content catered to their individual needs and interests. Below are some of the broad groups — including potential, current, and former clients — that your contacts can be broken down into and some of the types of email marketing content that we can create and distribute to those groups.
Utilize email marketing to get more — and better — clients
The diversity in demographics, needs, and interests among potential clients is too varied to meaningfully market to them as one large group. This is the reason most people don’t bother to open the bulk of marketing emails they receive — most of these emails try to appeal to everyone and end up interesting no one.
At LaFleur, we understand this pitfall of email marketing, and we use the power of data to avoid it. We can track a potential client’s activity on your website, including how they arrived on your site, what pages they visited, how long they stayed on each page, and more. We can then incentivize them to provide their contact information with compelling content or free download offers for in-depth assets like ebooks and infographics.
Using the information we capture, we can make clear and accurate determinations about the type of email content that best applies to the prospective client’s potential needs. Then we can use a wide variety of email marketing techniques to engage with them in a highly personalized and effective way.
Some examples include:
- Email drip campaigns — A drip campaign will send a specific sequence of emails over time to a given contact as soon as they opt in. For example, if a potential client downloads an ebook about what to do after a car wreck, we can send them a series of emails that relate to car wreck cases: actions to take immediately after a wreck, what to do if they are injured, how to handle a call from an insurance company, when it’s a good idea to call an attorney, why your firm is uniquely qualified to handle their case, etc. Drip campaigns help guide people through their journey without constant outreach from you or your staff. By providing information and guidance at every step of that journey, you build trust and credibility. That way, by the time a client is ready to reach out to your firm, they’ve been nurtured into an ideal lead — and if they don’t need your services, you won’t waste valuable time chasing them down.
- Targeted email sends — Many situations call for a single targeted email send to a specific group of potential clients: hosting an event or webinar, running a contest or giveaway, trying to re-engage with potential clients who have fallen off your radar, and more.
- Email newsletters — Regularly sending an email newsletter is an excellent way to stay at the forefront of potential clients’ minds. After all, even if someone doesn’t need your services at the time they opt in to your email communications, they may need help from you months or even years down the road. Staying in touch with them over the long term will ensure that your firm springs to the front of their mind when they do need you.
- Informational email courses — Providing an email course can be a highly effective way to get new leads into your email marketing database and establish you (or your firm) as a thought leader in your areas of expertise. By educating potential clients about something they are interested in and sharing your unique insights, you establish yourself as a trusted resource that they can turn to if they need help.
Nurture your new and existing clients with email marketing
Potential clients may be the primary focus of your marketing efforts, but they aren’t the only individuals you’ll want to target with email marketing campaigns. For example, when you take on new clients, you want them to feel like they are getting the help, attention, and service that they need. You also want to build trust with these new clients and instill confidence in your firm. Creating that relationship requires unique, customizable email marketing approaches.
Once a potential client becomes an actual client, we stop sending them emails from campaigns that no longer apply to them. Then, we can start sending new emails with content such as:
- Information about their specific type of case
- Answers to frequently asked questions (FAQs)
- Details about the stage in the legal process that their case is progressing through
- Qualifications, resources, skills, staff, or other benefits that your firm offers
- Tips to help them expedite their case
- Reminders to get in touch with you about updates in their situation, changes to their contact information, etc.
- Surveys at different milestones in their case to help your firm understand the client’s journey and improve your practices
- Anything else that you want to communicate to your current clients
As part of our intake optimization and marketing automation services, we can work with you to find the information-gathering tasks and routines that you and your staff spend unnecessary time on during the intake process. Then we can create email campaigns for your clients that pre-emptively gather and organize this information so you and your staff can focus on more important things. These emails can even look exactly like they came from your inbox (or anyone else at your firm’s) if you want them to.
Maintain relationships with former clients through email marketing
Whether through word-of-mouth advertising, offering testimonials, providing online reviews, taking exit surveys, or any number of other services, your former clients are an integral part of your practice and your brand, and you don’t want to end your relationship with them after their legal matter is resolved.
With customizable groups and automation tracks, we can send emails specifically to your former clients. Messages that may be particularly relevant for former clients include:
- Requests for reviews — If your clients have had a positive experience with your firm, you’ll want to leverage that opportunity to capture positive reviews on platforms like Google, Facebook, Yelp, Avvo, and others. Automated emails can provide detailed instructions and reminders for completing reviews.
- News about your office — Once you’ve established a relationship with a client by handling their legal matter, you’ll want to nurture that relationship by providing updates about your office. This can be done through one-off emails discussing awards, accolades, noteworthy cases, etc. Alternately, you can regularly send a customized newsletter to your former clients that includes office news, calls for referrals, details about upcoming events, and other information that’s relevant to them.
- Updates from your website — Potential clients are not the only individuals who can benefit from reading the content you publish on your website. By publicizing your recent blog articles and other content via email, you can increase referrals, draw attention to specific practice areas, and more.
Stand out in your professional networks using email marketing
You and your firm likely have close relationships with other lawyers and law firms, legal organizations, and/or media outlets. The emails you send to these groups should have different messaging from those you would send to potential, current, and former clients.
And even though you aren’t directly marketing to organizations like other law firms, the emails you send make a statement. Maintaining contact with different individuals and outside organizations through newsletters, summaries of recent case results, commenting on important legal or cultural issues, and other means can help keep your firm’s name in circulation and draw in more clients through referrals.
Create an engaging, personalized email experience with LaFleur
Of course, even if an email gets to the right person, it still needs to be well-crafted and personalized to make an impact and maximize the potential for generating new business. The same level of care and effort we put into creating content marketing materials goes into writing emails for your law firm. From directing leads through the existing conversion structure on your website to encouraging direct action, we create high-quality, personalized email content that gets results.
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