If your law firm wants to reach a lot of people, direct mail remains a cost-effective marketing option. Practically everyone has a mailbox, and most people check theirs daily. About 79% of consumers consider reading mail to be more convenient than going online. But going online and reading paper mail can work hand-in-hand to help boost brand awareness. For example, up to 64% of people visit a website because of direct mail they receive.
Category: Email Marketing
In previous posts, we’ve covered best practices in email design. Now comes the next struggle: your email blast is ready to send… but exactly when should you send it? In the ever-evolving world of marketing, it’s important to take existing best practices and continue to adapt them for your law firm. Before we dive into exact dates and times, let’s consider what we’re trying to accomplish when sending law firm marketing emails.
Email is often one of the most effective, most economical, and most underutilized marketing tools for law firms. Email marketing platforms such as MailChimp and Constant Contact have minimal monthly costs (and may be free depending on the number of contacts your law firm imports), and provide a way for law firms to stay top-of-mind with their current and past clients as well as referral attorneys and other industry contacts.
There is no denying that social media is an instrumental tool when it comes to marketing a business. Because of this fact, we often forget about social media’s seemingly long lost cousin, email marketing. While email marketing certainly isn’t as sexy as social media, it can be extremely useful in that it’s one of the most effective ways to directly reach your audience with a particular message, and on average has a much higher potential of actually being seen by your audience compared to social media.
I previously discussed how to choose your email marketing software, create and segment your email list, design your newsletter and find and create great content. Once you create and send an email marketing campaign, it is imperative that you track and measure its success.
For an e-mail marketing message to be effective, it must appear personal and relevant to each reader. While email marketing is not dead, the days of ‘list-buying’ to ‘e-blast’ 10,000 messages are dead.
Email marketing strikes many as outdated but, in fact, email marketing is still one of the best investments a law firm can make in their marketing plan. An e-newsletter can spur viral content sharing and position you as a thought-leader, attracting new clients and referral attorneys. However, a bad email newsletter can be an annoyance to your clients and contacts, and even worse, create a negative image among prospective clients and cause email providers to rate you as spam.