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Email has become a staple of communication for law firms

Whether you’re releasing information on cases or updating a specific client on their status, when handled correctly, email is a powerful way to convey what your expertise brings to the table. With display sizes and responsive design, it’s important to know how your clients or future leads are viewing your email content. 

The truth is, most people are reading their emails on their smartphones. Modern devices have enabled email to be a way to digest information on the go. We’ll discuss how to handle responsive display sizes, gain the most analytics from your email campaigns, and why this cost-effective marketing method will help your law firm grow. 

How to gain an email list of subscribers

The most crucial part of any email campaign is having a great list of subscribers. Knowing how to gain subscribers can seem tricky. There are options to pay for lists of people per demographics. You can gate information on your website. Or you can acquire contact information at events. The vital ingredient is that you have subscribers interested in or need the information you’re marketing. 

In fact, According to the National Law Review, 96% of people seeking legal advice use a search engine in their research process, and 74% of consumers visit a law firm’s website to take action. Since most interested parties will seek out your services through your website, having a way to connect your future clients with your subscriber list is crucial. 

Correctly organize your email list

Sending out mass email campaigns to everyone on your subscriber list is not practical to market your information. Understanding how to segment your subscribers to leverage their niche interests is essential. You would not want to send out personalized emails about a case the party isn’t a viable fit for. Organizing your list to work for your clients will gain you the most ROI. 

There are a lot of different ways you can segment your subscriber list: 

  • Date of birth
  • Location
  • Case of interest
  • Engagement rate
  • Position in the sales funnel

MailChimp has surveyed about 2,000 users of their platform using segmentation and determined the following outcome:

Campaign MetricAverage Performance
Opens14.31% higher than non-segmented campaigns
Unique Opens10.64% higher than non-segmented campaigns
Clicks100.95% higher than non-segmented campaigns
Bounces4.65% lower than non-segmented campaigns
Abuse Reports3.90% lower than non-segmented campaigns
Unsubscriptions9.37% lower than non-segmented campaigns

Optimize for all screen sizes

According to Campaign Monitor, 47% of all demographics use a mobile application to check their email. Meanwhile, 26.9% still prefer desktop. When it comes to mobile devices, a whopping 81% prefer to open emails on their smartphones, while 21% open emails on their tablets. This means that making sure your email campaign has a seamless responsive design is of the utmost importance. 

Email templates will give you the ability to view your email on a wide range of screen sizes. Knowing what your email will look like on multiple devices is vital. 

Email metrics and what the data means

Analyzing your campaign performance will be the best bet to see what’s working well for your law firm. Engagement is essential and having emails set up to roll out when you schedule them isn’t a reason to set it and forget it. Email marketing software will allow you to compute the individual aspects of your campaign and learn where to adjust as needed. 

Here’s what your firm should look for:

  1. Open rate
  2. Bounce rate
  3. Spam rate
  4. Forwards
  5. CTR (click-through-rate)
  6. Conversions

Sales funnel nurturing and how to create conversions

Furthermore, not every lead is in the same part of the process. If you’ve just captured a future client, you don’t want to bombard them with information that will send them running to the hills. You want to nurture the relationship and give them social proof that relates to the lead. “Cases like yours have brought in $1.5M!” or, “The window for your case is closing soon; act now!” 

Moreover, your CTA paired with solid UI/UX will send leads into the next portion of the funnel. Follow-ups and personal touches are crucial in this phase of the sales funnel. You want to get your lead in touch with a case manager and make sure they feel supported throughout the entire process.

Here’s a free example of a follow-up email for your clients:

Email marketing example, free graphic for law firms, free graphic for attorneys

Once you set up the proper meet and greet between your lead and your team, it’s time to close. Nevertheless, it would be best not to assume that they are locked in. Just because you have taken your lead as a client doesn’t mean they won’t seek greener pastures. Look after your client with check-ups and positive affirmations. Remind them regularly that you’re here for them. 

Positive reviews attract new leads and convey a strong law firm

Lastly, your happy clients create the beginning of a new sales funnel process for your future leads. Positive reviews shed light on the firm in the best way possible, and they make new conversions. When you send out that first email campaign, share happy client testimonials in a section highlighting those same CTA’s mentioned previously. 

For example, “_______ Law Firm awarded me $5.8K and got me what I deserved!” or “_______ Law Firm helped me along the way, not only wonderful expertise but a caring team!” 

Positive reviews and client testimonials create confidence. The better you position your firm with happy clients, the more likely you will attract new ones. Acquiring positive reviews is about timeliness. Make sure your firm sends out email surveys promptly to find your happy clients and request a review. 

After all, 5-star reviews not only work for email campaigns and on your URL, they’re a great asset to use on your social media. Tying your marketing efforts together into one seamless vision is the key to your firms’ success. 

Is your law firm struggling with email marketing?

If this guide has left you wondering how you can accomplish your goals and still do your job, that’s why we’re here. Our experts will help your law firm succeed in all marketing efforts. From paid search to SEO, our marketing can take your firm to new heights. Our email campaigns are tailored to fit your brand and mission, so don’t hesitate, contact Swell today.