Email marketing best practices for lawyers

Email marketing is the use of email to promote products or services while developing relationships with potential clients. In this section we will discuss email marketing best practices for lawyers that you can include in your strategy.

Sending mailings to an email list is the most basic way to leverage email marketing. However, firms often don’t know how to send emails effectively because they are learning the process. If the company does not have a process in place for sending emails, it is very easy to miss out on the enormous benefits that email marketing offers. We will help you with everything so you can implement an email marketing strategy for lawyers.

8 best practices email marketing for lawyers
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What are the best email marketing practices for lawyers?

Email marketing is also used to develop relationships with potential clients and to raise awareness of the firm. Email marketing can also be used to gain and maintain the trust of target clients. This can be achieved by sending messages with valuable content, which is guaranteed to be seen by the target customers. This will allow the company to build credibility, as well as provide a higher return on investment and new leads.

Although email marketing has its advantages, there are a few things that companies should keep in mind. For one, people who do not want to be on an email list should not participate in law firm email marketing campaigns. Messages that are sent should have an opt-out option that allows users to unsubscribe from the list. Firms should also not send emails to people they do not know, nor should they unsubscribe users from the email marketing campaign. This type of action would allow the company to avoid spam complaints and possible legal problems. Below we will detail each of the best email marketing practices for lawyers.


1. Collect e-mail addresses

Collecting emails is a time-consuming task if you don’t have a proper strategy. How do we do it? By placing an offer on our website where the customer must subscribe to our interest list and receive something in return (be it an offer, a discount, a free product or something of interest to them). Companies send messages to an email list they have created with permission, rather than buying email lists.

However, this does not mean that businesses cannot buy lists to advertise their products or services. You can choose to buy opt-in email lists from trusted intermediaries. Lists are permission-based and include addresses that are active and interested in receiving information. Many of these lists can be tailored to the needs of a company’s target group. However, the lists will not be 100% accurate, as some emails will bounce or be returned due to an invalid email address. With this in mind, companies should ensure that the list they purchase is permission-based. Finally, we recommend that they should build their own lists in the first place, as this will bring in prospects interested in our products and services and in some cases save us money.

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2. Segmenting subscribers

As we mentioned earlier, having an email list is of vital importance for law firms. But not everything ends there, for our email marketing campaigns for lawyers to be effective we must divide all these subscribers by topics of interest, age, sex, etc.. We must segment our subscribers by each criterion. Why do we do this? So that our subscribers can receive content of their interest and much more personalized according to their segment. This will bring us an increase in the open rate, as well as clicks and of course traffic and conversions.

Segmentation is one of the best email marketing practices for lawyers that we should implement, since we will not annoy our users with emails that are not of interest to them. Segment your list by criteria such as: subject matter, frequency of sending, age, location, etc. The more segmented it is, the better.

3. Responsive design for tablets and mobiles

Another good practice in email marketing for lawyers is to have emails that are adaptable to different devices. Nowadays, cell phones and tablets are an indispensable tool in people’s daily lives. We shop, research, have fun and do many other things on our smart devices, so it is important to have a design that adapts to their different versions. We don’t want to find customers who can’t read the content because it hasn’t been adapted to their mobile version.

You are probably wondering how do we do it? Don’t worry, many of the email marketing providers such as MailChimp, Active Campaigning, MailRelay already have responsive designs in their templates, so you will have to modify the text and content of the template.

4. Personalize your emails to the maximum

Making each of your subscribers feel special can bring you great benefits. Everyone likes to feel special. It’s not the same to receive an email that says “Dear customer” as it is to receive one that says “Hi Thad, how are you?”

Companies can create their own email blasts and autoresponders that are designed to send to the target customer and mailing list the company has built. The company can even customize the design of the emails and make sure that it includes the links, images and messages that will be sent to the target customer.

5. Avoid sending emails with spam phrases

Email marketing is not only about sending emails to your subscribers. We must be very careful when writing our content, otherwise our emails could go directly to the SPAM box. Today, most email providers have anti-spam filters to prevent us from receiving junk mail in our inbox.

These anti-spam filtering systems have been implemented so that users do not receive “annoying” emails, since it is horrifying to receive SPAM on a daily basis. There are different factors that email providers take into account to place an email in the SPAM folder or not. One of them is the words considered SPAM.

As good email marketing practices for lawyers, we recommend not to include or, if possible, try to include words such as: free, gift, best price, special promotion, discount, sales, offer, click here, among others, since these are words that the anti-spam system quickly detects and sends your emails to the SPAM folder.

6. Determine the time you send your emails

The time you send your emails greatly affects the open rate. You have to find out what time is the most suitable to send your newsletters.

Test, measure, analyze and check what time of day (and what day of the week) subscribers open more emails, click more and complete more conversions.

7. Send your emails and analyze interactions

The biggest advantage of email marketing is the ability to see how many emails have been sent, how many links have been clicked, how many images have been downloaded, and how many messages have been sent and received.

With this information, the company can see what their success rates are and which content messages would encourage the most response from potential customers. This information can also be used to track the ROI of email marketing campaigns and the revenue the company generates.

Another advantage of email marketing is that companies do not have to pay for the messages they send to people on the list they have created. This allows companies to send information that will be valuable and profitable for the company.

8. Include a link to unsubscribe from your list.

All email automation companies are required to include a link to unsubscribe from your mailing list, otherwise they would be in breach of the law. Most of these platforms include a template in which you only have to edit text and colors. This page serves to confirm your unsubscription and gives you the possibility to indicate the reason for unsubscribing. This is another good email marketing practice for lawyers that you should include.

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