You can have the best law firm with the strongest attorneys and the highest win rates, but it won’t matter if prospective clients don’t know who you are. An email marketing program is a powerful option in your marketing toolbox to attract, develop, close, and retain clients. According to a report from the American Bar Association, 72% of lawyers use email alerts and 41% of lawyers (up from 26% in 2021) use an email newsletter as part of their marketing efforts.
Even if you’re your firm has an email marketing program, it may be time to deepen its impact. Hooking your potential clients’ attention and having them subscribe are the first steps. You also need to provide quality content. Interesting and useful content will have your readers turning to you for legal advice. Don’t lose your interested audience to messages that fall flat.
Here are six top email marketing tips targeted to attorneys and law firms.
- Use Images, Photos, and Videos in Your Emails
Start with a feature that you can add to every mailing: images, photos, and videos. Attention-grabbing images, photos, and videos can help draw in your subscribers to your newsletter. Consider having the visual content at the beginning of your message or part way through to help break up blocks of text.
What visual content you choose also has an impact. When you review images, opt for higher quality to present a professional aesthetic. Try to include people if possible. Original content will work better than stock photos, and videos will engage your audience more than still images.
- Share an Interview with One of Your Attorneys
The power of newsletters (and blog articles) is giving your audience and potential clients a more personal look at who you are and what your firm authentically values. Answering legal questions allows you to showcase your expertise in legal matters and help your audience. You could answer general questions or specific questions to show your subscribers that you listen to feedback. The more useful help you provide for your audience, the more likely they are to turn to you for their legal needs.
- Give Your Take on Legal News
As you know, the current law is ever-evolving. For your general audience, consider providing a rundown of developments or legal changes that come up that may impact them. Giving your summary or opinion (when appropriate) on these developments can help set you apart from other attorneys or law firms. While your competitors may be writing on similar topics, it’s still important for your clients and audience to hear the message from you. And if you hope to recruit new attorneys, consider reviewing more niche legal news.
- Offering Links to Educational Legal Content
Similar to the points on legal news, share educational legal content with your audience. Educational content might include anecdotes, articles, blogs, infographics, guides, tips, and more. When you establish yourself as a thought leader who can communicate with your potential clients on their level, they will soak in your insights. Showing that you are interested in helping them reinforces the kind of mindset that people value.
- Announce Upcoming Events, Promotions, Etc.
Newsletters are great places to share news about your firm. If you have upcoming seminars, webinars, or will be speaking at conferences, announce that here! Has your firm won any awards recently? Are you looking to branch out into a new industry or offer additional legal services? Your newsletter is a direct way to share all this information with your subscribers.
- Optimize Your Law Firm’s Email Campaigns for Mobile
People are on the go and more often than not are using their phones to check emails. Ensuring your email newsletters are optimized for mobile helps you meet your audience when they are available and positions you as a more professional law firm. Responsive templates that adjust to all screen sizes will be best. Using a mobile-first approach further emphasizes the need for concise subjects and calls to action.
Convert Your Law Firm’s Mailing List to Clients
Organically and intentionally engaging your audience through your email newsletter will help you convert subscribers to clients. Social media can be unreliable, so control and improve the info you share through your mailings. With more actionable, insightful, and helpful content, your readers will continue to open your messages and visit your site more often.
If you’re struggling with setting a marketing strategy or staying accountable for your business development, learn how Lotus Business Growth Consultants can help. Visit our website to learn more about how we can help your law firm expand its marketing potential to gain new clients. Keep up with our latest news and insights on LinkedIn.