Part of growing your firm includes dedicating valuable time to market your law firm. Luckily, the power of the internet is at our fingertips. Email marketing is a low cost and efficient way to reach a large number of potential clients.
Personalize Your Emails
People enjoy feeling valued. By personalizing your emails, you will create a unique experience to the clients you are trying to reach out to. Even something minuscule, such as including your client/subscriber’s name, could make your email more inviting.
When messages are personalized, there’s a better chance you will receive a response. Let’s be honest, personalizing emails can become a time-consuming task. Therefore, you should consider using custom templates in eLuminate which will speed up the process of contacting your clients.
Choose an Effective Subject Line
The subject is the best way and probably the only way to grab your readers’ attention. It is recommended that you keep your subject line under 5 words. Why? About 55% of all emails are opened on a mobile device. Therefore, it is better to optimize your subject line for a smaller screen size. Another tip is to avoid all capital letters.
Understand Your Audience
Before sending out an email it is important to ask yourself if everyone on the email list should receive this email. Different clients have different needs and perspectives.
Segmenting your subscribers in multiple categories can yield better results. It is also important to break down complex concepts and present them in a simple way. For example, if you are a Social Security Disability lawyer you may want to create a simple infographic to explain the Social Security Disability Insurance filing process, that way you humanize the content in your emails.
Keep It Short and Sweet
Today, the average attention span is about 8 seconds so it is important to keep emails concise and clear. Every email you send should have a purpose. You should make it a requirement to include a call to action in your email. It may be something as simple as adding your firm’s phone number and mentioning calling your office to set up a consultation. Your call to action should also have an eye-catching design.
To keep your audience engaged you should be consistent. Setting a schedule for emails to be sent out is a great way to stay on top of your campaigns. In addition to consistency, timing is everything. According to HubSpot, the best time to send an email is between 10AM-1PM. You should also track your performance. Measure your success rate and tailor you campaign to follow the strategies that work for your law firm.
Once you have created a strategy, the next thing for your firm to do is to execute the plan. Remember, when it comes to email marketing, less is more.