By John Zaher
Email marketing, such as newsletters and email blasts, is one of the most powerful and cost-effective marketing tools for small to mid-sized businesses and law firms. It provides a good segue to convert leads into clients, and emails can be completely customized to strengthen your reputation. Here are six ways to maximize your email marketing success:
1. Experiment to Create a Schedule
In order to find out what days and times are best for your firm to send out emails, try out a few different schedules. Certain times of the year may be best depending on your field of law (Thanksgiving or other heavily-traveled days for a traffic law firm, for example), and holiday emails are appropriate from any firm. Tuesdays, Wednesdays and Thursdays are also said to be the best days of the week to send out emails. Use your personal experience to experiment and see what works best for you!
2. Hire a Designer to Customize your Emails
Graphics are one of the most important parts of an email. Hire a designer to help with customization and branding. The ad or most important content should be in the viewing area of the email, above the fold so readers will see it right away. This will increase the engagement of recipients, leading them to click on and read through the rest of the email. Our Science of Email Marketing says that 65% of people prefer emails with mostly images. Keep it short and simple, and include images when you can.
3. Customize the Content of your Emails
In addition to custom graphics, customizing and personalizing the written content in an email is just as important. Our Science of Email Marketing also says that the chance of your email being read increases by 14% when it is personalized and addressed to each individual person. The subject line must read “ATTORNEY ADVERTISING” for all emails, but the content of each individual email can be customized.
4. Incorporate Calls to Action
Offer something in your email, like a download or a free consultation. This will entice your audience to take action in response to your email. For example, add “Contact for a free consultation!” to your email. Also, use phrases like “for a limited time only,” and “offer ends July 1,” to create a sense of urgency. Incorporate a landing page in your email to capture contact information and a way to redirect the reader to your website.
5. Track your Results
Using an email marketing software, such as Streamsend or Constant Contact, can help you see how many people are actually reading and clicking through your email. Tracking your results is a way to see if your emails are affecting your subscribers in a positive or negative way.
Monitoring click through rates and conversion rates are the two most accurate ways to track results. The higher click through and conversion rates you have, the more relevant your email was to the audience.
6. Use a CRM
Consider using a CRM, or customer relationship management, to pull in your data. Specifically, CRMs are a great way to store information on prospects.
With the correct programming, CRMs can take the contacts you make on your website, on social media, via email etc. and import them to a central location where you can effectively cultivate relationships, and ensure that these relationships are efficiently managed.
For any further questions, please contact PR4Lawyers at 1-866-PR4Lawyers or johnzaher@pr4lawyers.com.
