Yes – that’s right. People still open marketing emails. However, learning how to reach your target audience and avoid being sent to the spam bin is becoming more of a fine art than a protocol.
In modern times, inboxes are bursting at the seams with scattergun-approach marketing and blanket junk advertisements, meaning people are now more than ever ready to delete your message at a single glance. Captivating your recipient in the few milliseconds you have whilst their brain sorts your email between the ‘Oh, that might be helpful’ and ‘God, not more trash’ piles can prove challenging, but there is a way…
Learning to optimise email marketing fully is, first and foremost, about adopting a process and constructing a focused and revised strategy. However, regardless of the numerous trials and tribulations all businesses must face (particularly smaller ones), email marketing is one of the most cost-effective ways to market your firm to a larger audience.
What is an Email Marketing Campaign?
In a nutshell, email campaigns are a series of emails targeting a specific and predetermined list of people, and with a specific intention relevant to those who are going to be opening it. But before you can begin designing your email’s look and curating the type of content that separates you apart from the crowd (see more here), you must first consider your email marketing strategy.
Email Marketing Strategies for Law Firms
For law firms in particular, identifying your target audiences and learning to differentiate between them is vital. You may well believe that knowing your target audience is a given – if your firm specialises in private client for example, you’ll likely consider a campaign for clients specifically looking to write their will, or if your firm offers Family Law services, you may consider a campaign specifically aimed at those looking for a no-fault divorce – but often, as with most things, there’s more to it.
Once you give your full attention to identifying your target audience(s), you’ll realise that within those segments are smaller pockets. And these segments within segments can be targeted alternately still for best results.
How Law Firms Can Build Their Email Lists?
When performed sufficiently, email marketing can be a fantastic way to not only build a lasting relationship with your client base but also convert leads into loyal clients.
Regardless of your firm and its services, your email list must be built in a way that is most advantageous to your preordained strategy. This list will enable you to promote your business effectively and share your story as well. As follows are some ways you can look to build your email list:
· Website Pop-Up Forms
These are a great way to encourage your website’s visitors to share their contact information and subscribe. They’re super easy to set up and allow you to measure engagement on either side. When constructing your pop-up form, remember to:
– Keep to as few fields as possible (users don’t want to be expending too much time filling out your form. Usually, forms that ask for an email address alone yield better results.
– Mind your devices! Your form will likely be accessed across a variety of different devices (PC, smartphone, tablets, etc.), and it’s essential that you ensure your pop-up form still achieves the desired look, regardless of how it’s accessed.
– Keep your message concise. Ensure your audience is aware of what they are signing up for and the benefits it offers, but avoid overwhelming them. Forms which focus on the core message and limit the extended embellishments will likely see a higher level of engagement. In other words, don’t give them too much to read (ironic coming from an article, I know).
· Pay-Per-Click (PPC) Advertising for Law Firms
PPC (Pay-Per-Click) is a framework of online advertising where you pay each time your ad is clicked. Traditionally, PPC is based on bidding on keywords to ensure your ad appears at the top of the search results. However, as platforms evolve, other targeting factors can now be utilised, such as display and remarketing via demographic targeting.
You can link these ads to your website’s main page (where your pop-up form will be politely waiting for them). At FireTap Legal, we specialise in creating Pay-Per-Click (PPC) campaigns designed to maximise your budget. Whether it’s search, display, or remarketing ads, we develop strategies that also integrate with your SEO efforts.
Our PPC services are designed to enhance your online visibility, drive targeted traffic to your website, and convert that traffic into high-quality leads. Learn more here.
Successful Email Marketing for Law Firms
Our experts at Firetap Legal can work with you to build a campaign that your target audience will not only engage with but eagerly anticipate.
It is also essential for all solicitors and legal professionals to build a database that is compliant with the GDPR. Our experts have extensive knowledge of the legislation and
can ensure all parties involved remain effective and compliant, thereby protecting your firm and its customers.
FireTap Legal will help you build relationships while we grow your bottom line. We can also assist you with:
· Email account creation and management
· Data organising
· Engaging campaign creation
· Driving website traffic and increased engagement
· Reporting and analytics
· Email List Building
FREE EMAIL MARKETING CHECKLIST
To download your free email marketing checklist, please click here.
FireTap Legal – Contact Us Now
Having thoughts about beginning your email marketing journey, but don’t know where to begin? Perhaps you already have, but you aren’t seeing the engagement you would like? Why not schedule a free discovery call?
During your discovery call, we’ll discuss your marketing goals and provide guidance on how to achieve them. Our discovery calls last approx. 30 mins, and are completely free with no obligation, so why wait? Click here now.
To speak with a member of our team about how we can maximise your email marketing or assist with your digital marketing as a whole, please call 020 3911 9715 or email hello@firetap.co.uk.
0 Comments