Email communications are essential to modern law firms. The American Bar Association reports that 41% of legal firms utilize email marketing. In their legal experience, clients expect emails, making it one of the most prevalent law firm marketing tactics.
If you’re competing for clients, your email strategy must stand out. Here are six reasons why your law company should send these six emails.
Law companies require email marketing—why?
Email campaigns should be part of a multichannel marketing plan. More individuals who see and interact with your marketing material means more leads. Your law company may have hundreds or thousands of active, past, and prospective client email addresses. Never let them dust.
A comprehensive email marketing often requires trial and error. Every company has different demands, but a legal marketing email campaign often includes these goals:
Promote your legal services to attract new clients.
Brand awareness boosts law firm visibility.
Keep current, previous, and prospective clients in mind.
81% of legal consumers seek referrals before hiring a lawyer. I want you to know that consistent, focused mailings will keep referral sources thinking of your firm.
Who should my law firm email?
Who determines what and when in your email strategy? Before choosing emails, your legal company should define its target audience. If your company handles family and bankruptcy law, you should segment your leads to provide subject-specific content.
What emails should my law firm send?
These five legal marketing emails will improve your email marketing and communications strategy regardless of your law firm’s size or practice area:
Law Firm Welcome Email
Automatically sending a welcome email when contact information is obtained keeps your firm at the top of your mind longer. Your firm will send this welcome email to prospective clients once they submit an inquiry form on your website. First impressions matter in attorney-client interactions because legal business demands trust. You’ll lose clients if you don’t make a good first impression. Set your client’s expectations regarding your firm’s personality and future communications as their matter advances. Leave clear directions for leads’ next steps after receiving this email.
Reminders for appointments
Send appointment reminder emails the day before a consultation. If your company does early appointment scheduling, these reminders will reduce no-shows. Better appointment attendance means fewer rescheduled appointments, reducing your firm’s administrative costs.
Small reminders improve consumer satisfaction. These emails show your organization and client care. Include pre-appointment information like parking directions for in-person consultations. Clients may easily confirm, cancel, or reschedule before their appointment with reminders, boosting peace of mind.
Law Firm Newsletter
Send a monthly newsletter using a template. This newsletter keeps prospective and former clients aware of your legal business. Your newsletter can announce new practice areas or office locations. Show off your credentials, too. Give case studies, blogs, or news clips to show how well your firm serves clients.
Newsletters are a strong and flexible way to spread your message and promote your business. Showing results builds your credibility. The ABA reports that 81% of lawyers use social media. Encourage subscribers to follow your firm. Share domain-hosted links and information to drive website visitors.
Legal expertise Email
Establishing topic matter knowledge with blogs and case studies is another method. These themes can be explored in dedicated emails rather than weekly blurbs. Is there a story about how you work with clients? Do you give every divorce client you represent five rules? You can prove your firm’s expertise in your professional area if so.
Client Engagement Emails
Engagement emails instruct recipients to act. You get to listen, not speak. Show clients their opinions count. Get audience feedback to keep them interested in your company. Share a post-issue satisfaction survey. Request client stories related to your practice. This feedback can be used in blogs or newsletters like “Things I Wish I Knew Before Filing for Bankruptcy.”
Holiday greetings
Holiday greetings from legal firms are often essential. They usually notify your office of a closing date. This achieves a practical aim and keeps your mailing list thinking of your firm all year. Happy birthday is the most effective holiday greeting, but most law companies skip it. If your CRM maintains client birthdays, you can automate a personalized greeting for their big day. By definition, you can’t send this Christmas greeting to your complete list, unlike the others. It shows that you see your clients as humans. If you remember a former client’s birthday, they’re likelier to suggest your firm to others.
Law Firm Email Marketing Tips
As with any law firm marketing, stay current on email marketing ethics and best practices. A conspicuous ‘Unsubscribe’ button in marketing emails may appear minor, but it makes a big difference.
Make your email marketing material client-focused. These letters are an excellent opportunity to brag about your business, but law firm marketing is about how attorneys serve their clients.