Email marketing is an effective digital strategy your law firm can use to connect with current clients and nurture potential clients. Well-executed email marketing helps convert prospective clients into paying clients and existing clients into high-value ones.

You can use email marketing to develop trust, create value, and start a dialogue with your subscribers. You can keep your clients updated with what’s happening at your law firm – awards you’ve won, blogs you’ve published, and events you’re running. It’s an easy way to foster connection and keep your law firm’s name in front of your audience. Of course, you can also use it to answer queries about your services to move people who are aware of your law firm through your marketing funnel.

The available research estimates that internet users spend between two and six hours a day reading through their emails – both at work and at home. People check their emails while eating, working, walking, and commuting. That adds up to plenty of opportunities for your law firm to get your marketing emails in front of your subscribers’ eyes.

Beyond being one of the most reliable methods of communication, email marketing for law firms can:

• Develop deeper trust between your law firm and your clients.
• Enhance brand recognition and build your brand.
• Ensure your firm seems approachable and helpful.
• Offer a more informal forum for communications with your clients.
• Build meaningful relationships with your clients.
• Deliver value to your clients on an ongoing basis.
• Gain data insights that can inform marketing strategy decisions.

Some of the many things email marketing can do for your law firm include:

• Enhanced business-customer relationships.
• Improved client communications.
• Increased perceived value of legal services.
• Better traffic flow to your website.

Regardless of your law firm size and the size of your mailing list, email marketing can offer an exceptional ROI. In fact, email marketing is one of the most cost-effective forms of marketing.

With Obiter, your email marketing campaigns start from just $50 per email (plus a one-off set up fee).

An email marketing strategy refers to the strategies and processes developed to ensure your email marketing efforts don’t go unrewarded.

At Obiter, our marketing specialists develop an email marketing strategy for your law firm that considers how to best engage your target audience. The strategy contemplates ideal content delivery (timing, frequency, and format), as well as the topics to cover.

We routinely reflect upon and report key metrics to you, engaging in a process of continuous improvement to ensure long-term results.

Growing your audience over time is key in seeing a continuous ROI from your mailing list. There are several ways to achieve this:

• Regularly distribute unique, interesting content.
• Place a pop-up on your website – and use other design features to make subscribing simple.
• Develop digital content that requires users to enter their email addresses and consent to receiving email marketing. (This is highly effective).
• Promote a special offer that requires users to enter their email address and consent to receiving email marketing – like a free 15-minute consultation.

To be clear: We never purchase email lists. Growing your email audience using purchased lists is ineffective and often illegal. It’s not a tactic that we’re comfortable with.

The only correct answer to this is: it depends. It depends on how much content your law firm is creating otherwise, as well as your business goals, your subscriber preferences, and the email marketing platform you’re using.

If you know what your subscriber interests are, you can send more content than if your emails are more broad brushstrokes designed to hit as many interests as possible. Some email marketing platforms are better equipped to manage this than others.

You can look to see what your competitors are doing as a starting point. Or you can hedge your bets and start with an email every 2 weeks and adjust upwards or downwards depending on the initial engagement.

We’ll work with you to develop a strong strategy from the outset and adjust it over time.