Podcast Ep. 69: Growing Your Audience with Email Marketing

In this podcast, Tom Tate of AWeber discusses how to grow your law firm’s audience with email marketing and provides tips for delivering emails your clients actually want to receive.

Podcast Show Notes

Tom Tate is the Product Marketing Manager at AWeber. With almost a decade of professional experience in marketing and technology, he educates and engages small business owners and lawyers on the incredible value and opportunity that email marketing and automation provides.

Connect with Tom on Twitter or LinkedIn

Email marketing for law firms

It’s not until after someone gives you their email address that you can start the conversation which leads a prospect to convert to a client. When someone gives you their email address, they’re giving you permission to email them with content they may be interested in. However, this permission can be taken away quickly if law firms aren’t sending the right types of valuable content. Marketers should set expectations right away which lets them know the frequency and subject matter they can expect from your email campaigns. You also shouldn’t become discouraged when people unsubscribe. You want your email list to be full of prospects who are actually interested in your firm.

Building your email subscriber list

It’s essential for law firms to gain visibility through their site or landing pages. Try to think of your email addresses as digital currency. People are very selective when it comes to who they let into their inbox. Your firm needs to develop a piece of content or something of value that’s equal to the trust required for individuals to give their email addresses. If you’re a lawyer getting started with your practice, an automated 3-email campaign can help. Consider a campaign that takes your expertise in a particular area of law and breaks it down into checklists or lists that your audience will find useful and relevant. Short emails that deliver valuable information over time is a great way to engage with your audience and build a subscriber list.

How frequently should you send marketing emails?

There isn’t necessarily a magic number when it comes to the frequency of marketing emails. It’s completely subjective to your actual audience. Relevancy is more important than frequency. Some firms may send a client alert each day while others may find that a weekly newsletter is more appropriate. As long as you’re providing a meaningful experience for the end user, you can send emails however frequently you would like.

Tips for enhancing email deliverability

Email deliverability is similar to SEO in the way that there are so many factors that go into it. If you have the ability to send emails from your own domain, be sure to do so. This really helps in terms of presentability and professionalism. You may be inclined to send a templated email, but test sending emails more like a personal note or letter instead. This can increase not only deliverability, but engagement as well.

Video in email

If you have a video that conveys a meaningful or useful message, email can be a great method to deliver it. Most email providers will not allow videos to play in the email itself. Instead, you need to place a thumbnail of the video as an image which links to wherever the video is being hosted. An animated gif can also be a good option to encourage recipients to click through to the video.

Takeway

Start to think of email marketing as less of marketing and more of a way to build relationships with as many people as possible. Email is a way to start conversations with prospects and current clients which is a way to lead to more conversions. If you need help implementing an email marketing strategy at your law firm, contact us for a consultation.