Why Lawyers Should Do Email Marketing
Lawyers represent hundreds, thousands, or even hundreds of thousands of clients in their careers. An increasing number of these clients use email as a primary or secondary means of communication. In fact, according to Pew Research, 92% of online adults use email, with 61% using it on an average day.
As part of the normal course of working a client file, the lawyer or his/her staff will collect every client’s email address. In addition to clients, lawyers work with retained experts, defense counsel, local counsel, investigators, and other ancillary service providers in the course of their practices. If a law firm uses case management software, or even uses an address book like Outlook or Entourage, the accumulation of contact information is already part of the regular course of business. Why not use this regularly collected data to engage in inexpensive, far-reaching marketing?
Email Service Providers
Email Service Providers (ESPs) increase in number each year. A law firm should pick its ESP based on its own internal level of sophistication with its use. Some lawyers will simply blast out news a few times a year to their entire list; other lawyers will send specific messages to segmented groups within their list, complete with designed follow-up sequences as part of a comprehensive marketing strategy.
Email marketing software providers have plans that vary based on the number of users, increased functionality, and the size of your email address list. Law firms should price compare based on their individual and firm needs, but a good starting list includes:
- Constant Contact
- Get Response
Be sure your law firm’s emails are….
- Responsively designed because at least 53% of emails are opened on mobile devices, with that number increasing every year.
- Branded with your firm’s logo, colors, and other identifying items so that recipients will consistently recognize your law firm across all of its digital assets, from website to social media to email, keeping your brand top-of-mind.
- Original and not just part of a syndicate that pushes out the same information to everyone, only changing out the contact information.
Get Help With Your Law Firm’s Email Marketing
Email marketing drives more conversions than any other marketing channel, including search and social; and, it has an ROI of 3800%. It is also one of the most inexpensive forms of digital advertising. If your law firm has even a small list of a few hundred contacts, it is something that you should be sure to integrate into your digital marketing strategy.
To get a quote for law firm email marketing, or to learn more about working with Stacey E. Burke, P.C., please contact us at email@example.com, complete the contact form on our website, or call us at (713) 714-8446.