The Case For Email Marketing for Lawyers
So, why email marketing for lawyers?
We don’t have to tell you that bringing clients through the door—and ultimately securing their business—is paramount to the success of your legal practice.
Whether they’re reading insights on your blog or contacting you with questions, each person that visits your website or calls your firm is a potential client. That potential is lost if you’re not capturing and engaging those leads.
But with so many of your hours absorbed by billable work, it’s difficult to invest the time and energy needed to develop and nurture new business. That’s what makes email marketing for your law firm so important.
You have to win clients to win cases.
For potential clients, the idea of hiring a lawyer can be a daunting one. They may be uncertain about how to begin the process, if it’s really the right time, and whether or not they can trust someone with their information. No matter how obvious a solution you know you are, some people need to be convinced their problem is serious enough to hire you.
Following up with each of your potential clients after the first website visit or consultation can make all the difference in securing their confidence and leading them toward the next step.
When it’s crunch time and potential clients are making their choice, have you done enough to:
- stand out among the other firms?
- establish credibility?
- express your compassion?
- remind them of any conversations you’ve already had?
- encourage them to take the next step?
Endless opportunities, proven results.
Chances are, you’re already aware of some of the benefits email marketing has to offer. Email is one of the most effective marketing channels to attract new clients, convert leads into new cases, and nurture relationships with existing clients. It can help you:
- Capture information from curious website visitors
- Follow up with every inquiry and consultation—automatically
- Stay relevant and top-of-mind for new leads and existing clients
- Give satisfied clients an easy way to refer your business
The Direct Marketing Association says that email marketing remains the marketing tool with the best ROI—above social media, blogging, SEO, Adwords, etc. But it has to be done well if you want your audience to respond.
EXHIBIT A: Email Marketing Benefits Every Business Owner Should Know
Our opening argument.
Since 2000, Email Broadcast has helped firms leverage the power of email marketing.
We bring a team of experts to work on your campaign. This includes strategy, copywriting, design, coding, and your very own account coordinator who will know your business inside and out and keep you updated on your campaign’s progress. We even develop a list of 100 ideas we think your audience is going to love. And of course, nothing goes out without your explicit approval (in writing).
Your time is valuable (and billable), so it makes sense to have email marketing experts handle your campaign. We know how to create amazing content, understand all the technical aspects, and can integrate all the pieces to execute your campaign for a fraction of the cost of doing it yourself.
A word from our expert witness.
Working with a team that understands your business and voice is crucial. Email Broadcast has a decade of experience managing email campaigns for legal practices, and members of our creative team have firsthand experience working in a law office. Just look at our relationship with Immigration Lawyers.
When Boston lawyer Josh Goldstein approached us, he was in the process of establishing a second practice in Los Angeles. With offices on opposite sides of the country, he needed a solution to stay in regular contact with his clients and make sure operations were running smoothly.
Email Broadcast helped him build a targeted automation series that could reach potential clients in Boston the moment they engaged with his practice. Today, whenever someone misses an appointment or hesitates to take the next step after a consultation, they receive a message to guide them through the rest of the process.
According to Josh, “the automated message series that Email Broadcast built for us makes sure that every person who expresses interest in our services is followed up with promptly and personally.”
His firm has consistently engaged its audience with monthly messages that highlight current events and leverage Josh’s popular blog content.
The results have been extraordinary, with engagement far exceeding the industry average. Most importantly, Josh has the ability to track progress from the other side of the country and can focus on winning cases for his clients.
What we have to offer:
- Advanced email Supercollector™ to grow your list of potential clients from the very first website visit
- A targeted, drip-marketing email series to help your firm build relationships and close business
- Variable testing to ensure your emails are always optimized and making an impact
- Analytics to help you understand your audience and hold us accountable
- Blog creation and/or content updates to your existing blog for SEO value
- Automated marketing messages to help you book more business at a lower cost
- Social media integration: email sign-ups and posting to social accounts