Internet marketing is definitely becoming an important growth platform for today’s law firms, but most law firms still depend on word of mouth and referrals.
Email marketing serves as a bridge between these two areas. It is an online marketing strategy designed to help businesses reach out to thousands of audiences at once and with little effort. If done correctly, email marketing can be a key part of your overall marketing plan.
Building Your Email List
You need to first build a list of people before you start sending emails to them. You can begin with your customers. Add your customers’ first names, last names, middle names and email addresses to a spreadsheet in separate columns.
You then export your contacts from Gmail or Outlook. These should include referral sources and prospects. Edit any contacts you don’t want to add on your marketing list and then add these contacts to your spreadsheet.
Then you’ll want to work on adding people to your email list. Here are some ideas that you can use:
• In-person networking
• Lead magnets
It’s not advisable to randomly ask people to sign up for your email list. Give them good reasons why they should opt-in, for example, you can offer a free download or presentation that shows the value you have to offer, and make sure it is worth the time.
Segmenting Your Email List
Segmenting means creating specifically targeted lists of email recipients who all share identified characteristics. The objective of segmentation is to ensure the people who receive your emails actually want to open them.
A newsletter can be a good way to deliver useful information relevant to your practice area to customers, prospects and referral sources. You might want to educate them about changes in the law, alert them to news that might affect them, or let them know about upcoming events. Email newsletters are an opportunity to remind people of your expertise without an overt sales pitch.
Use Emails to Drive Engagement
The reason for sending emails is to get potential leads to hire you and referral sources to refer prospects to you. You should make real personal connections as soon as possible.
Email can be an effective way to entice and compel prospects and referral sources to schedule a consultation or pick a day to have drinks and move further into your marketing funnel.
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