[co-author: Noreen Fishman]
Email isn’t as exciting as some newer digital channels, but that’s no reason to set it aside. Right now, email is one of the most popular marketing channels, and for good reason.
HubSpot research says that email generates $42 for every dollar spent. If you’re not currently investing in email marketing, you might be overwhelmed and unsure of where to start. Here’s everything you need to know about email marketing for attorneys.
Email Marketing for Attorneys
Email Marketing Basics
Email marketing is what it sounds like: the process of targeting your clients or prospective clients through email. It’s a great channel for providing your subscribers and client base with valuable information that can help them meet their goals.
Email marketing for attorneys can yield several benefits. It’s a smart way to build relationships, personalize content, and increase engagement. Many firms use email marketing to boost brand awareness, promote their content, and market new services. Additionally, email is a key component of lead generation and nurturing. Many marketers like email because they own the channel. Outside of some important regulations, marketers can completely control when, why, and how they communicate with their audience.
How to Get Started with Email Marketing for Attorneys
To build an effective email strategy, you need to create emails that people actually want to read. Having a plan in place will help you to execute your strategy efficiently, as well as optimize based on what’s working and what’s not. To create your best email marketing plan, follow these steps:
- Define your audience.
- Establish your goals.
- Build your email list.
- Choose an email campaign type.
- Make a schedule.
- Measure results.
Building an Email List
Your database is a cornerstone of your email marketing plan. Without a robust – and clean – list, there’s not much chance of your email reaching the right people. Building lists can be easier said than done. Never buy a list for your database. Instead, get a little creative and try the following:
1. Use Lead Magnets
What resources do you have that could entice people to provide their contact information? The offer can take several different formats, but should be truly valuable to your audience. Popular types are eBooks, white papers, infographics, research reports, etc.
2. Create an Encouraging Opt-in Form
This is a key element of getting people into your email list. To create an enticing opt-in form, use an attention-grabbing header, copy that’s relevant to the offer, and a simple format with only a few fields. Set your opt-in form for double confirmation and then check the overall process to make sure that the form works and the address ends up in your database.
How to Send Marketing Emails
Once you have a great list, you’re ready to begin email campaigns. There are a few things to keep in mind as you prepare to begin your email programs.
1. Choose an Email Marketing Service
An ESP can offer some support as you navigate email marketing. These platforms have a variety of tools that can help you to create compelling emails, perform tests, and measure performance.
2. Use Email Best Practices
Since email has been around for a while, we have a lot of data about what works well. Follow current best practices around email marketing, such as making sure images are the right size for your email and having a CTA that stands out. One important element to remember is that over 50% of people will open their email on a mobile device, so you need to ensure that emails will render properly and the landing pages they link to are responsive.
3. Create a Segmentation Plan
The best emails are tailored to the recipient. To accomplish this, you’ll need to break down your larger list into smaller groups. Start by creating separate lead magnets and then divide contacts into lists that pertain to their specific interests or challenges. Consider segmenting by industry, client lifecycle stage, or prior engagement with your firm.
4. Personalize Emails
After segmenting your database, it’ll be easier to send emails that are targeted and relevant. Email marketing software provides several ways to personalize, and you should take advantage of these options as much as possible.
5. Implement Marketing Automation When You’re Able
Automation is the smart way of putting your segmentation to work. After you’ve created these groups, automation will allow you to set up workflows and “if then” scenarios that reach highly targeted groups or even individuals.
6. Use Email Templates
Email templates are a great resource for creating your campaigns. Templates take the design, coding, and UX work out of your hands. Reputable ESPs will offer a lot of high-quality templates to choose from.
Email Regulations to Understand
The landscape of digital marketing is constantly evolving, and email regulations have changed as well in recent years. It’s essential to follow current regulations; otherwise, you risk getting flagged as spam or even blocked from sending emails at all.
- CAN-SPAM Compliance – Technically this refers to Controlling the Assault of Non-Solicited Pornography and Marketing. Generally, it’s a way to protect your subscribers’ rights to only receive emails that they want.
- GDPR Compliance – The General Data Protection Regulation (GDPR) can actually help firms move closer to their clients. The basic premise is that people are choosing to hear from you. It’s also worth noting that this currently applies to countries and citizens in the European Union.
You also want to take steps to ensure your emails don’t get caught in a spam filter. Start by using a reliable ESP and implementing a double opt-in. Consistently measure your performance and if you notice sudden dips, dig into your analytics to make sure you haven’t developed a spam problem.
Measuring Email Marketing
Monitoring your email performance is the only way to make the best decisions that will ultimately impact your bottom line. Consistently analyze the effectiveness of your email program using these tactics:
1. A/B Test
You’ll never know what really resonates with your audience unless you try different things. Split testing allows you to analyze the results of separate versions and then see which works best.
2. Document Email Marketing KPIs
The most important metrics to track over time are deliverability, open rate, clickthrough rate (CTR), and unsubscribes.
3. Optimize Email Components to Improve Performance
Once you have some insights from your analytics, make the necessary changes.
4. Use a Reporting Template
It’s helpful to organize your data in a way that can be reported and shared. We suggest creating a spreadsheet-style document where you track these metrics over time and then create graphs to see trends. This can be pretty simple, or you can add a lot of context around what was in the email, etc.
When it comes to email marketing for attorneys, the most important step is to remember the human at the other end of the email address. Reach out to your audience in ways that offer real value and build relationships, and you’re sure to grow your database and enhance email performance.