How Small Law Firms Can Get the Most Out of Their Email Marketing Efforts

A strategic email marketing campaign allows your firm to reach a high volume of individuals with just a small amount of effort. Creating clear goals, anticipating your audience’s needs, and monitoring metrics to inform future campaigns are great ways to maximize your efforts.

Email marketing has been around for quite some time, so it’s understandable that you may have taken your marketing efforts in a different direction in recent years. However, a strategic email marketing campaign allows your firm to reach a high volume of individuals with just a small amount of effort on your end. Email marketing can be a cost-effective way to connect with former, current, and prospective clients, expand your reach, and build your professional network and reputation in the process. Here are a few steps to help you get the most out of your email marketing efforts.

Identify Your Goal, Then Go From There

Attorneys are often short on time, so it may seem tempting to craft a quick message and send it out to your contact list as soon as possible. Unfortunately, a successful email marketing strategy comes down to quality content. Before you fire off a message, think about your underlying goal. Are you trying to highlight a particular practice area? Did you recently receive recognition for your professional services? Are you heading into a busier season and wishing to remind potential clients you are here to help? Once you’ve identified this goal, you can write focused content that engages your audience and inspires them to take a particular action.

Getting People to Actually Read the Emails You Send

In today’s digital marketing landscape, people receive dozens or even hundreds of emails per day. So, how can you get your audience to actually open your email and respond to the content? First, think about the kinds of clients you want to serve. What concerns do they have? What information are they seeking? What words or phrases prompt them to open a marketing email? By putting yourself in your clients’ shoes, you can craft content that speaks to their needs and concerns. In most cases, keeping the content short and digestible yields a higher rate of client engagement.

Analyze Your Results and Adapt as Needed

Drafting and sending emails to clients is only half of your email marketing strategy. You’ll want to track the progress of each email campaign to understand what strategies generated the most engagement. Most email marketing software allows you to look at important metrics like the open rate and the click-through rate to determine the content and tone that your audience most appreciated. Keeping track of this data can inform your future email marketing efforts to build more effective and engaging email campaigns.

To learn more about maximizing your law firm’s email marketing efforts, give the Upsource team a call today at (800) 893-2590.

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