Email marketing can be a valuable asset for lawyers, law practices, and law firms.
While it does require more work than buying Google ads or paying your way to the top of a legal services listing in your area, it’s easy to measure, inexpensive, and extremely effective at bringing in new clients and retaining old ones.
If you are not using email marketing, you are losing a major opportunity to increase your reach and grow your practice.
Email Marketing Is Cost-Effective
Compared to marketing strategies such as using Google AdWords or buying banner ads, email marketing costs far less. If you already have a blog, you can turn your best posts into a monthly or bi-monthly email newsletter that you can then send for free with an email marketing platform such as MailChimp to up to 2,000 subscribers.
You can send your emails to a wider audience, as well as access useful automation, analytics, segmentation, and tracking features for as little as $30/month. Best of all is that email platforms come with newsletter builders that help you design engaging emails without the need for a graphic designer. Powerful email marketing services you may want to try include MailChimp or HubSpot.
Email Marketing Is Easy to Measure
Advanced email platforms bring you a rich set of tracking features which show you how many of your emails are opened (open rate) or how many links or calls to action in your emails are clicked (click through rate).
Various other metrics help you determine the best day of the week and time of day to send your emails, the type of content your audience responds to best, and the calls to action that are most effective, providing you with actionable data that you can use to craft consistently better newsletters.
All of this data is presented using intuitive and easy to understand charts and graphs, so that you don’t have to be a marketing expert to make sense of it all.
Email Is a Great Medium For the Legal Industry
Characterized by convenience and accessibly, email is an online medium that aligns well with the needs and expectations of the legal industry. Communications involving legal topics are generally text-based, as they often include specialized information and references which cannot be easily presented in another format.
The professional and authoritative tone that legal practices need to maintain can be effectively conveyed through email, in many cases with better results than through social media or other online marketing channels.
This is confirmed by the MailChimp email open rate for the legal industry, which is 22.73%, higher than the opening rate for the e-commerce industry (16.80%) or the beauty and personal care industry (19.02%), industries where the emphasis is often on visual content.
Email Marketing Has a High ROI
One of the key benefits of email marketing is a high Return on Investment (ROI) – as high as 4,300% according to some studies. This is more than any other online marketing strategy can claim. The best part is that email marketing can be extremely flexible, allowing you to adapt it to the needs of your legal practice.
You can use email marketing to consolidate your authority by consistently providing legal advice and tips, reach out to new customers by highlighting the benefits of your services, or stay fresh in the memory of your old clients and encourage them to recommend you to their friends and relatives.
As you can see, email marketing can be a powerful marketing tool for the legal industry. Use it consistently, preferably through a powerful marketing platform, and you have only to gain.