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How To Build An Email Marketing Strategy For Law Firms

Updated: May 11, 2022

Email Marketing Checklist For Effect Law Firm Marketing

As effective as email marketing is, it is still a lot of work. There is a lot of planning involved to make sure it effectively generates leads for your law firm. Hence, it would be best to have a defined strategy to ensure that your email marketing efforts impact and drive law firm growth.

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Your marketing strategy should spell out your long-term business objectives. By improving consumer interaction, maximizing ROI, improving retention, and generating customer loyalty, your email marketing plan will help you reach your goals.

To build a complete and robust email marketing plan, you'll need to do the following:

1. Define Your Law Firm Marketing Objective

Simply put, what do you want out of your email marketing strategy? Is it to find more clients? Drive more traffic to your site? Increase legal blog readership?

Whatever the goal is, be sure your strategy includes measurable objectives. This will make your email marketing efforts easier to audit (more on auditing later).

2. Choose The Right Tools

Since email marketing is widely used by a lot of marketers and business owners, there are multiple software and tools to help you create them.

However, email marketing systems differ substantially in capability. Some are more user-friendly, while others allow more customization. So, make sure you choose one that will help you achieve your current objectives.

Remember: If you're new to the law firm marketing and Lawyer SEO game, you can always start with the bare basics: your email. Email marketing can be managed through basic tools like Outlook, so if you don't want to side aside a considerable budget for advanced tools, you can always try out what you already have.

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3. Know Your Target Audience

Knowing who you're aiming at will help you figure out what types of content to make, how you'll make them, and how you'll deliver them through email.

For example, if your target audience is interested in Personal Injury Laws in California, they won't be interested in getting emails about employment laws in Texas.

Again, your email marketing campaign is most effective when it reaches the right people.

4. Create A List Building Strategy

How do you fill up your email list? Is it through a landing page? Should you promote it on social media? Do you personally ask people to sign up for your email list?

Then, how do people sign up? Is it through an online form? Where will they find it?

List-building is one of the crucial steps in email marketing. No matter how good and well-designed your emails are, they won't be generating as much ROI if so few people are getting them.

5. Decide Which Types Of Content You Want To Send

Now, what types of emails are you planning to send? Are they about basic legal tips? 1-minute guides? Law Firm News and updates?

What about the medium? Will it be an email newsletter? Is it going to have links to your blog posts? How should you word or phrase the content?

In most cases, the emails sent through email marketing campaigns aren't created the night before they're sent out. They're usually done way ahead of time and scheduled to be sent later.

6. Devise A Schedule

After you've settled on the types of emails you'll send, you'll need to consider how often you'll conduct your email marketing campaign. Decide on the days and frequency of sending these emails.

Remember: You'll want to avoid flooding your subscribers' email, so avoid scheduling daily emails.

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7. Test And Optimize Your Law Firm Email Marketing Campaign

To achieve the results you want, you'll need to test and optimize. Everything from subject lines to email formatting can be tested. Try to find which parts of your campaign work, which don't, and which you need to change and prove.

Monitoring the results of each email campaign you send is the only way to know if you're meeting your marketing objectives.

8. Audit Your Email Marketing Strategy

After running an email campaign, monitor and observe your performance. You can do so by looking at some stats, such as opening rates, bounce rates, click-through rates, and site traffic.

Then, based on your findings, you need to analyze and conclude whether the performance met your initial email marketing objectives. If you didn't, then maybe it's time to change something up.

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