What Every Law Firm Should Know About Email Marketing

Most law firms really depend on referrals and repeat clients for development and growth; as such, it’s critically important to keep your clients happy, but also to stay in touch with them. Keeping your firm somewhere close to the forefront of their minds is a good way to generate those referrals and those follow-up inquiries—and email marketing can help you accomplish that, affordably and with minimal hassle.

How Your Law Firm Should Use Email Marketing

But what do attorneys need to do to leverage the power of email effectively? Here are some guidelines from the Driven2020 team.

  1. Include a headshot in your email template. There’s a simple reason for this: Clients like to feel like they are receiving a personal message from a trusted legal ally, not a form letter or something generated by a marketing team. A headshot adds this personal touch.
  2. Show some personality. Including a headshot isn’t the only thing you can do to make your emails feel direct and personal. Writing content in the first person, and allowing some of your personality to shine through, can really make your emails feel more relatable, more human, and more appealing.
  3. Use an editorial calendar. While you don’t necessarily need to send a large volume of emails, you should send them regularly, while also maintaining a high threshold of quality. Use an editorial calendar to stay on top of your email routine, and to plan appropriate topics for each new letter.
  4. Give advice. Giving away free advice accomplishes two things. First, it reminds the client that you know what you are talking about—that you are a trusted expert in your field. And second, it shows that you are willing to provide help.
  5. Promote free consultations. If your firm is in a place where it can provide free consultations to potential or former clients, promote that in each email newsletter; it’s a great way to get your phones ringing very
  6. Include ways for clients to connect with you elsewhere. Your email newsletter is a great place to promote your company’s blog, Facebook page, LinkedIn profile, or Twitter feed—even if it’s just in social media icons at the top or the bottom of the template.
  7. Make sure you provide ways for clients to opt in to your email list. The easiest way? Just ask them, and make sure you collect email addresses at the start of any new client relationship. Have a formal protocol in place for getting new email addresses added to your database.
  8. Also provide a way for opting out of your email list. Include an unsubscribe option in each message you send.
  9. Experiment with when you send your emails. Take note of the open rates you get on your email messages, and be aware of times of day that seem especially good or especially bad for sending new messages.
  10. Make sure your emails can be read easily from a mobile device. This is, after all, how most emails are read. Thankfully, most email marketing templates on the market today are mobile-optimized. Still, it never hurts to double check!

Need Help with Email Marketing?

When done correctly, email marketing can really be a slam dunk for your firm—an affordable and low-hassle way to keep in touch with clients, and to continually position your firm as a resource and an ally. And if you’re not sure about how best to implement email marketing, that’s something our experts can help you with. Get a free consultation from Driven2020 by contacting us today!

Reach out to the Driven2020 team today to talk about email marketing for your legal practice.