At the slightest mention of e-mail marketing for legal firms, many people simply conclude it is about spam. However, yes, e-mail marketing can achieve positive results that social media for law firms does. With the right approach, e-mail marketing can be an effective tool for small legal firms and even solo practitioners. If you are a legal practitioner, you should consider thinking in this direction. But first, it is important to understand you can put this strategy into practice and the benefits you can derive from it.
Understand the difference between a newsletter and an e-mail
To begin with, two different types of e-mail marketing exist out there, which you could exploit as a small legal firm: the newsletter and the targeted e-mail. A newsletter is a piece of information that you send to everyone that you have the consent to contact. A targeted e-mail, on the other hand, is a piece of information you send to specific individuals or businesses that relate to the message you’re conveying. While they are different from how social media for law firms work, both targeted e-mails and newsletters come with distinct benefits.
The e-mail newsletter
E-mail newsletters are meant to remind your clients and prospects of your firm. The messages are just to maintain a flow of communication between your firm and your clients. As such, you should write them with your general audience in mind. These are simply general readers who do not want to know much about the recent case you won or any addition that you have made to the firm. Check Good2bSocial for more details.
Therefore, you can include such information just towards the end of the message. However, you should find a ‘hook’, which should be something that interests the audience. For example, you can mention some of your little-known services, or you could provide an expert comment on a recent news story.
As long as you include something that adds value to the life of your recipients, they are more likely to open and read the newsletter. If you would like to know more about e-mail newsletters and the benefits of social media for law firms, you can check the website of Good2bSocial. From the website, you can also learn more about digital marketing for lawyers.
Another dimension of e-mail marketing is the targeted e-mail. These types of e-mail are aimed at recipients with interest in a particular topic or service. As such, you would like to build trust with them. With this type of e-mail, you would want them to know that you can provide the tips or the service that they need.
If you are operating on a budget, you can still implement e-mail marketing campaign. As a starting point, use the addresses that you already have in your database. They could be from your current, former clients or recipients of your newsletter that submit their e-mails.
Finally yet importantly, before you get engaged in any type of e-mail marketing, it is always advisable to check with the laws of your country or state to ensure that you do it within the law.
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