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Why Is Email Marketing Important?
On average, businesses achieved a 20.89% open rate, 6.46% click rate and received $22.78 ROI for every $1 spent on email.
— The Orchard Agency
A 22.78 ROI for every $1 spent is 2,178.00%! (within Australia). That is why Email Marketing is indispensable and critical to moving people along the customer journey!
The Customer Journey
Below is an infographic of the Customer Journey. While there are many versions (some using different terms and steps), this is a great example.
As you can see, a customer does not just buy your products or services immediately from visiting your website. What do you do if the customer becomes “stuck” on their journey? You move them along and get them to continue and finally become your customer. What is the best way to do this? Email Marketing. There exists no better way to move your audience along and get you sales amongst any form of digital marketing.
The key to this type of digital marketing is not always design. It is copywriting informed by strategy. No matter your area of practice, email marketing is something underused but vital for all lawyers.
Three Types Of Email
There are three types of Email. That’s right three types, not an extensive range. Email Marketing is not just typing up a newsletter! The types are:
Transactional
Transactional Emails are related to transactions, such as:
The basis of all commerce in the Internet is revolving around email. This is why we endeavour to provide the best Perth Email Marketing Services to the best practices and even become a top performer in Australia. As you can see, Email Marketing is more than building a list. Many Digital Marketing campaigns are just not effective because of this. There is something beyond just email design. As you can see, other digital marketing like SEO cannot play this role.
The Average Revenue Per Transactional Email Is 2X – 5X Higher Than Standard Bulk Email
— Rihard Lindner
Relational
Relational emails build the brand by fostering better relationships, increase customer contact with the business.
Modern online platforms like social media can do similarly, but advertising on Facebook is not always cheap, and unlike social media, email stays in the inbox until they delete it.
Examples of Relational emails are:
These emails build relationship with the business.
Promotional
These emails are giving people promotions. Offers.
Examples include:
One thing to note: Some Promotional emails are also Relational in nature.
Email Marketing Systems
Unless you are using an advanced CRM as your email provider, we recommend these systems for email marketing software:
Mailchimp is by far the most popular email system for keeping top of mind. However, to a marketer, its functionality is limited and clunky, and although it is easy enough for any law firm to use; however, we do not recommend it because of the lack of value you get from their packages.
ActiveCampaign is a marketer favourite. It is very powerful email marketing software for any law firm and the price is not prohibitive. Most marketers will recommend this as the best email marketing system to use.
ConvertKit is a lesser-known email marketing tool. However, this is what we use ourselves. We chose this because it balances features and ease of use. It is an excellent middle ground between ActiveCampaign and Mailchimp. We thoroughly recommend this to manage your email marketing for your law firm. The integrations are extensive and will not lose out to ActiveCampaign.
What Is Missing In Law Firm Email Marketing
The thing most law firms lack in their email marketing and strategy is what is called a “drip email campaign”.
A drip email campaign uses what is called an “autoresponder” to automatically deliver a “sequence” of emails to potential clients and prospects. They have the objective of bringing a lead closer to becoming a prospect and then client.
As the types and needs of law firms are diverse, we will not have a template available to you, however, we have a framework to help you draft a relatively simple and most crucial of sequences, called the “Indoctrination” sequence.
You can use this sequence when someone subscribes to your newsletter on a blog in your law firm website.
Here is the framework:
The Indoctrination sequence is designed to get your subscriber excited about your brand, the firm. Your marketing dThe design of the Indoctrination sequence is to get your subscriber excited about your brand and firm. Your marketing department needs to have this at their disposal, giving you an edge over other lawyers by having a more engaged audience. The idea is to pull the unaware lead to become a client. Now you know email marketing is more than just monthly email newsletters.
The Value Of Lead Magnets
There is another aspect of email marketing that will decrease the probability of prospective clients falling through the cracks. That is the concept of ‘lead magnets’. Lead magnets are assets; often in PDF format, that baits the reader to give their email address. When a lead receives a lead magnet, your emails are less likely to go to spam or junk, and they are unlikely to provide a fake email.
This is vital to avoid your emails go to the spam folder – you must continue to give value to your email recipient. They will not move your emails to spam or junk if you give them value upfront and ongoing. Having multiple lead magnets is a good idea. You must ensure the information provided, quality and benefits of the lead magnet you share makes your lead remember you, ideally, as the current market leader. That is the value you must give out in your resources. They must present you as professional, engage the attention of the consumed and addresses their needs and wants.
The “lead capture” can be a button that leads to a form or landing page, or an inline form like what we use in this website.
The objective of email marketing is to improve awareness for your practice to stay in the top of mind for that email subscriber.
What To Avoid In Law Firm Email Marketing
There are many people, even marketers, who emphasise on the use of email marketing newsletter templates. We have news for you. The best email marketing experts don’t use newsletter templates. Newsletter templates are clunky, hard to manage and to get started with one is a big hassle. They use plain text. Plain text is usually enough for most marketers, and maybe some emojis. You really don’t have to overcomplicate or over perfect the template. Plus it saves on cost.
Alternatively, if you do have a template, make it as basic and as simple as you can. Why? Email doesn’t look the same everywhere. Frequently, the more complex templates are the hardest to read, or display properly. The reasons for this include that email clients are really diverse.
Having a simple layout does not erode trust for the lawyer if it does not erode trust for the marketer.
Hopefully we settle the question of do you need to create a newsletter template? There are many other aspects you need to pay attention to, like making valuable content that is going to prevent an “unsubscribe” from happening.
Is Marketing Automation A Consideration?
A related topic is markeitng automation which can include an email marketing system. Cheaper options include Zoho, but can go to Keap or Hubspot. My answer, is generally no. Unless you have a large number of enquiries and emails, these things are really expensive and almost always ends up you having to hire a consultant to properly set it up for your specific needs. Usually its hard for you to do it yourself because of the overly technical requirements.
However, if you are that larger law firm, such systems, integrated with email marketing allow advanced segmenting, which will allow you to implement really advanced strategies in order to touch your prospect on various touchpoints in a very timely and sometimes creepy way, with little error.
Conclusion
There are many kinds of email marketing software and strategies out there. However, in the instance of law firms, you should keep it simple. Only use these three suggested platforms: Mailchimp, ActiveCampaign or ConvertKit. Keep your email design simple. You don’t need over-complicated mechanisms or strategies; the ones provided above will help turn leads into prospects and clients.
If you would like assistance with your Law Firm, Email Marketing contact us today for help.
Clarence Ling is the Founder of Marketlytics, and a guerilla marketer. Initially a trained Lawyer and Practice Development Manager, he contributed to the growth of his firm, including implementing software.
Clarence Ling is a Digital Advertising and Analytics Expert. Having a wide range of advertising experience ranging from international real estate, to legal and previously worked in full service marketing agencies, Clarence is a diligent marketer with an eye for detail and a talent for numbers.
Clarence can carefully plan out the best budget levels for the desired outcomes with projections that are more accurate than most.
His background in Analytics enables a clear, big picture assessment of both organic and paid campaigns, enabling maximum efficiency of those digital campaigns. His analytical background brings precise clarity of client or customer interaction and behaviour on online assets.
Clarence’s four fields of practice are Search Engine Marketing (SEM), Search Engine Optimisation (SEO), Social Media Marketing (SMM) and Email Marketing (EDM). He is best as an Advertiser and is an avid collector of Software As A Service (SaaS) Products, avidly investing in both technology and human capital of Marketlytics.
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