Email Marketing for Law Firms

Which marketing channel delivers the highest return on investment (ROI)?

1. Social Media
2. Content Marketing
3. Mobile Marketing
4. PPC / Search
5. Email Marketing

It’s true. Email marketing has been cited by marketers as delivering the greatest ROI for over 8 years. If you are diving into digital marketing, email marketing needs to be a priority.

Unfortunately, most attorneys do not utilize email marketing. Well, the numbers are in, and it’s not a question of if you should be implementing an email marketing campaign into your overall marketing strategy, but when and how soon.  

The American Bar Association even published an article with its recommendations for email marketing.  They include Mail Chimp, Vertical Response, Constant Contact, and Myemma.  Reviews.com lists the top FREE email marketing services as Benchmark, Mail Chimp, and Vertical Response.

There are a number of ways you can nurture your prospective clients back into your sales funnel:  

• Curate relevant content based on the area of law they inquired about.  
• Inform prospective clients of the other various areas of law your practice handles
• Send holidays greetings
• Drip campaign: A drip campaign is a series of emails crafted to guide a prospective client to particular action. In this case, calling your office for an appointment.  

They can be sent out automatically and on a schedule. LegalMatch saves you from the complicated and time consuming task of compiling an email list. Email addresses are being provided to you on a regular basis and email marketing helps you make the most of every opportunity. Remind clients that you are happy to review a case for them or their friends or family to determine it’s a fit. Remind them of which areas of law you handle, and if it is in an area of law you do not handle, remind them to post their case on LegalMatch. Send them articles from your blog. Ask for referrals.

To make email marketing work, you have to give it time, effort and commitment. Monitor your campaigns. Track their success. Try new approaches and messages.  Convey your Value Proposition.  Do you provide excellent service? Transparent, flat fee pricing?  Cost estimates?  Convenient client friendly unbundled legal services?  Experience?  Aggressive advocacy?  Reasonable and affordable payment options?  Develop and tell your story.  LegalMatch provides you with the audience. The rest is up to you.

Authored by Cesar Gomez, LegalMatch Marketing Manager