Should Lawyers Use Email Marketing

According to “The Power of Direct Marketing,” an in-depth report by the Direct Marketing Association, the return on investment of a good email marketing plan is higher than 4,000 percent.

That’s huge.

Should Lawyers Use Email Marketing?

With very few exceptions, most law firms should have some type of email marketing plan in place.

At the very least, you should have a way for people to subscribe via email to your blog. (You do have a blog, don’t you? You need one.)

What Types of Emails Are Best for Law Firms?

There are all kinds of emails you can send to potential clients or existing clients, but some are more effective than others are.Successful email campaigns for attorneys include:

  • E-newsletters.Email newsletters, which are commonly called “email blasts,” are designed to keep your name in your prospective and current clients’ minds. Law firms generally send these once a week or once every two weeks, and they include information about lesser-known practice areas, links to your most recent blog posts, or a quick commentary on a news article that your clients may find useful.
  • E-courses.E-courses are designed to help your clients learn about one service you offer. If your primary focus is car accident claims, a 10-email e-course can educate your clients about the process of filing a claim and what to expect during the process. If you prefer to focus on medical malpractice, you can set up the same course with adjustments for that process.

E-courses are generally designed to answer specific questions that clients have about your practice areas.

How Can Lawyers Get Email Subscribers?

Think about the last time you subscribed to an email list. You were already engaged by the website, and you found the site’s content informative and helpful. Maybe you got a free e-Book out of the deal, or perhaps you just wanted the newsletter.

The bottom line is that you wouldn’t have signed up for it if the website had been uninformative or uninteresting.

The key to earning email subscribers is just that: you have to earn them through valuable content. You can’t afford to make mistakes with your website because it’s what advertises your services all day, every day.Through value-packed landing pages, informational blog posts and an easy-to-navigate website, you’ll be able to impress your prospective clients and show them that you’re the subject-matter expert in your field of law.