Law Firm Email Marketing
Email marketing is a common direct marketing tactic that can help promote your law firm. While this form of advertising is easy to setup, it often has a low conversion rate. Despite its downfalls, legal email marketing can be extremely effective when communicating with parties that sign up for your firm’s newsletter, request information, or have been a customer before.
In order to help you start a successful campaign, and to avoid legal troubles, we have listed some helpful tips below.
Tip #1: Be sure to follow the rules! Legal email marketing can get you in trouble if you violate the CAN-SPAM Act that was passed in 2003. This law states that marketers can only email those who have given consent by “opting-in”. Violation of this act can result in large fines, so be careful!
Following the CAN-SPAM act can actually help you keep your customers and run a more efficient campaign. This can be attributed to the fact that those who “opt-in” are more likely to be interested in your information, and are less likely to be annoyed by your message.
Tip #2: To help the recipient be more engaged in your marketing message, offer a unique value proposition. This will help you maintain a positive relationship with current customers while helping draw in more business. Remember, email marketing can be very annoying if done wrong. Offering a free service or coupon can help ease tension to whomever you are targeting.
Tip #3: Don’t spam others with multiple emails in the first week of your campaign. Instead, space them out so that you can bring up new offerings in an un-obtrusive fashion. Your first email should help lay the groundwork and improve awareness. The second and third emails should give your target even more reasons that they should take action. This can be done by offering a 20% discount in week one, a 30% discount in week 2, and a 35% discount in week 3. When using this method, be sure to highlight the fact that this is a limited time offer, and that your discount is greater than it was before.
Following these great tips will help you avoid legal problems, improve awareness, and complete a successful legal email marketing campaign.
Read the articles below for a crash course in legal email marketing. Then check out posts on legal email marketing campaigns from our Best Legal Marketing Blog for more info.
