Email Marketing For Lawyers.
Law firms are facing many of the same challenges a small business or consultant faces. There is more competition and it is more difficult to practice law AND go out and find new clients. Clients seem to be harder to win as they do more comparison shopping and seek out more value from their vendors.
There are enough marketing studies that demonstrate that email marketing is one of the to channels but it’s an area I rarely see used well–law firms are no exception. Our experience tell us that one reason law firms don’t use this proven channel is they are afraid to annoy clients by sending too many emails.
Here’s three key ingredients to making email marketing work for your law practice.
1. Round up your email addresses. Do a quick self test. How many clients have you had in the past 5 years? Have you got their email address in your system? How has your new client prospecting been? How many potential clients have you met in the past 5 years? Did you make a point of collecting their email address? Next potential client you meet, either networking or from referrals, add their email address to your list. Make sure you ask. “May I add you to my email list?” Don’t worry, most will say “Sure”.
Don’t neglect this valuable marketing asset.
2. Offer guidelines and helpful information. These people, that are on your client and potential client list, will be receptive to hearing from you if you send them helpful information. Don’t give legal advice of course but remind them them 3 reasons to have a living will, point out why Trademarks and Patents are important, or show them where they might be facing liabilities. Send something relevant. Don’t tell them about you. They just won’t be interested.
3. Get the right frequency. Your tendency will be to send one long, really nicely formatted newsletter email month. Don’t. Send two short personal emails (just like you’d send to me personally) with something your client or potential client can read and discard (or file). Over time your readers will appreciate your goodwill.
By doing this you’ll be sending a gentle reminder of who you are such that your name and contact information will be easy to find when the DO need legal counsel four months from now.
Get on it.
Learn effective email marketing services by ZinMarketing to help your law firm grow and prosper. Make sure you read their insightful email marketing blog with winning email marketing tips and free reports.
