When it comes to marketing your law firm, the sky’s the limit in terms of the strategies you can use to get your brand out into the online world. Of course, the more masterful your strategies are, the better overall marketing results your firm will yield.
What exactly do we mean by “marketing results?” Essentially, your marketing is considered successful when it turns online searches into click conversions on your website, which in turn lead to a measurable and profitable growth in clientele.
We speak frequently about the standard marketing tactics to use (think expert content, great social media management, effective web design, pay-per-click ads, and more), but what about email marketing?
Are email campaigns still relevant and, if so, are they effective?
In short, email campaigns are still incredibly relevant in our digital marketing age. And yes, when done well, they can also be incredibly effective for promoting and maintaining client engagement, sharing information and firm updates, and converting potential clients into full consumers of your legal services.
What Is an Email Marketing Campaign?
Distinct from simply sending out emails to interested clients, email marketing is much more sophisticated in its use of technology, its approach to specific email recipient groups, and its overall marketing intentions.
Essentially, email marketing campaigns are a series of emails sent to prospective or current clients to encourage engagement with the firm as well as some other desired action – such as responding to surveys, reading blog articles, staying up-to-date with firm news, and much more.
Generally speaking, there’s a lot of liberty when it comes to conducting an email marketing campaign for your firm. But, here we’ll present a basic guide on how to take advantage of email marketing, what’s important to know regarding the psychology behind email campaigns, what recipients expect to see, and how to measure your firm’s campaign results.
Where Can Email Marketing Fit in Your Existing Marketing Plan?
When combined with a comprehensive marketing plan that involves strong web design, updated and informative content, excellent use of social media platforms to promote your firm’s website and blog posts, and other forms of ads, email marketing can be used to further promote your legal brand and direct traffic to your site time and again.
Here are just a few examples of subject areas that can be included in your firm’s email campaigns:
Legal Developments Affecting Your Practice
Email marketing can be extremely effective at keeping current clients “in the loop” with the latest legal developments affecting your legal practices that have a real impact on your clients and their legal cases. By informing clients of these changes directly via email, they can rest assured that your firm is always aware of what’s going on in the legal world and how these changes may affect them.
Firm Updates and Announcements
Of course, your firm will probably provide information about updates, announcements, and changes on its website, social media platforms, and blog. But it’s also a great idea to use email marketing as a comprehensive strategy to share updates and news concerning your partners and attorneys. Sharing these announcements via email can also strengthen the existing ties between your firm and its closest clients.
Blog Posts, Marketing Videos, and Client Reviews
Whenever your firm creates and releases new content for its website, it’s always a great candidate for email marketing. Depending on how often your firm posts a new blog, you may decide to create weekly, bi-weekly, or monthly email campaigns that encourage readership of the firm blog.
Similarly, if your firm takes advantage of video marketing (say, for example, via a YouTube channel) featuring firm attorneys, experts relevant to your practice, or even clients’ experiences, showcasing these within email campaigns is a great way to facilitate professionalism and client trust.
No matter what content you choose to feature in your email campaigns, always make sure its design is effective at achieving the firm’s stated marketing goals as well as always being fully compatible on mobile devices.
What Are Consumers Looking for in Email Marketing?
When conducting an email marketing campaign, knowing your audience is very important. Even with simple data like gender and age groups, it’s much easier to craft succinct subject lines and creative email copy that engages with viewers and converts email recipients into email readers.
Generally speaking, the best email marketing practices tell us to:
- Keep the content simple (links can be added to plug in more complex content);
- Opt for eye-catching design and media usage (for example, photos, GIFs, videos, polls and surveys, etc.);
- Use short and to-the-point subject lines, since only about 50 characters or less will appear in the subject line (keep in mind that mobile screens will show even less); and
- Include engaging calls to action that push the reader toward your email marketing end-goal – perhaps that’s contacting your firm, reading your blog post, or hopping on your social media pages.
Apart from simply knowing your recipient base, it’s also beneficial to clearly understand your firm’s intentions since the goals of each email campaign will shift. Is your firm’s goal to welcome new subscribers? Re-engage with subscribers who haven’t been showing much activity recently? Share valuable information and updates with more loyal, engaged subscribers?
Whatever your campaign goals are, they’ll certainly have a tangible impact on how you create – and measure the success of – your email marketing.
How to Measure the Results of Your Campaign
Once your firm has started to integrate email marketing into its overall strategic marketing plan, there are several metrics to use to measure both its strengths and its potential weaknesses. In general, paying attention to these specific data points can offer special insight into how well your email marketing campaigns are being received:
1. Open Rate
Measuring the total number of email recipients who are opening your emails – instead of automatically deleting them, for example – can be an incredibly telling metric for determining:
- How well your emails are doing among your audience;
- How engaged your email subscribers are toward your services and updates;
- Whether or not your emails are actually being read (high open rates may help indicate this, though they don’t guarantee it); and
- How much you can expect your email campaigns to contribute toward your overall marketing ROI over time (again, this can only be estimated, not guaranteed).
2. Unsubscribe Rate
Obviously, keeping an eye on the unsubscribe rate of your emails is important for measuring whether or not clients are actually interested in your firm’s content. Instead of simply deleting the email or leaving it unread, unsubscribing completely indicates that the client is either no longer interested in keeping in touch with your law practice or that he or she downright considers the emails to be spam.
Either way, following the unsubscribe rate (particularly immediately after emails are sent) can help your firm fine-tune its email marketing campaigns by better catering interesting content toward interested recipients.
3. Click Through Rate
Click through rates is a metric that can help your firm determine when readers are clicking on the links within your emails (provided there are links to click on, which we recommend including). For example, this could include links to your website, firm blog, social media pages, news articles, and more.
Unlike open rate, the click through rate is a bit more indicative of precisely how many clients are actually reading your email campaigns (since we assume that they’re reading the content in order to find – then click on – those links).
4. Sharing Rate
As the name suggests, the sharing rate presents the number of recipients who have shared or forwarded your email to another address. Not only does this metric help indicate client engagement – since it’s likely the recipient read the email’s content – but it also helps point toward the content’s importance to both current clients as well as new clients.
When an email is shared, the recipient is doing a large part of the marketing work on behalf of your firm. Therefore, monitoring this metric can be extremely helpful, especially if you notice that sharing rates are higher among certain types of email content.
5. Overall List Growth
Paying attention to the growth of your firm’s email subscribers over a designated period of time is important for determining the overall strength of the email leg of your marketing plan as well as how to change and improve it over time.
Of course, several factors may affect email list growth, so we can’t always point the finger at content. But, if you’re noticing limited email list growth in the midst of surges in new clientele from other areas of your digital marketing plan, it may be time to take a closer look at how effective your email campaigns really are.
Ready to Improve Your Firm’s Email Marketing Campaigns?
At Black Fin, we focus 100% of our professional efforts on advancing our clients’ online branding and increasing click conversions among their clientele. We know exactly how to tailor your web design, content, social media, and PPC ads to land your firm among the top search results and attract the exact client demographics you’re looking for.
To learn more about our work and how we can start helping your firm immediately, reach out to us today.