KPC Marketing Services helps law firms to create and manage digital marketing strategies to attract and keep clients. Here, we explore how you can integrate email campaigns and newsletters into your firm’s overall digital marketing efforts.

To learn more about how we can help you, call us at (866) 457-2627 or book a session with one of our senior marketing consultants online.

Why Email Marketing Matters for Law Firms

Targeted emails are one of the most effective digital marketing tools you can use. What makes this so is their response rate and their cost efficiency:

• Law firm marketing emails average an opening rate of 20% or more
• Law firm email marketing yields an average return on investment of $36 for every dollar spent

Emails Find Your Prospects Directly

Another important distinction for marketing emails is that they reach your prospects directly in their inboxes. Contrast this to trying to get them through social media feeds or direct advertising: emails are much more likely to be seen and read.

Another important advantage of emails, compared to more general, ad-based approaches, is that you can personalize them to make them more relevant to differentiated target audiences.

Emails Can Speak to Specific Prospect Audiences

Especially if your firm has multiple practice areas, you can direct customized marketing and informational emails to clients based on their location to increase the likelihood they will be read, and the content will resonate with the reader.

Emails Lend Themselves to Multiple Prospect Touches

It’s a fact that successful marketing usually requires multiple client contacts, or “touches.” Email campaigns are ideally suited for sequence-based marketing communications, each new one building on the ones before it.

By using email automation tools like Mailchimp, HubSpot, or ActiveCampaign to streamline your campaigns, you can cost-effectively automate email sequences to guide your prospects from initial awareness of your firm and its services through familiarization with your expertise, and ultimately to scheduling a consultation with you.

What Can You Put into a Law Firm Marketing Email?

One of the best aspects of email is the many ways you can use it. Here are a few examples of how law firms are successfully engaging prospective clients by email:

• Welcome emails. You can send these when an individual subscribes to your email list. Welcome emails introduce your firm and set expectations for prospective clients.
• Legal news and updates. These keep subscribers informed about new laws, legal updates, and industry news. You can also use them as educational emails to share legal tips and position your firm as a trusted information resource.
• Client testimonials and success stories. With these communications, you can showcase successful case results to build firm credibility and reinforce your prospect’s perception of your expertise.
• Referral and re-engagement. With these messages, you can encourage past clients to refer friends, family, or colleagues to you, reminding them you are available for legal assistance. You can also ask for reviews.

Best Practices for Law Firm Email Campaigns

To get the best results from your email marketing campaigns, follow these best practices:

• Segment your audience. Create multiple email sequences with content tailored to specific client groups to maximize relevance for each group.
• Focus on value to the prospect. Your emails are a promotional tool, yes, but for maximum effect, you need to craft the message to the client’s needs or hoped-for outcomes, showing how your firm’s services can make these achievable. Optimize your subject lines to create a sense of urgency or curiosity.
• Stay compliant. Your emails should always comply with your state’s requirements and guidance on attorney advertising. Make sure your emails comply with CAN-SPAM regulations, obtain prospect consent, include a clear unsubscribe option, and use a professional signature.
• Build your own email list. Avoid the temptation to buy an email list. Instead, grow your list organically through lead-generation methods such as free legal guides, webinars, contact forms, and social media promotions.
• Keep your emails mobile-friendly. Most prospects are reading their emails on mobile devices these days. To make sure your emails work on smartphones, use short paragraphs, bullet points, and mobile-optimized templates.

Properly used, emails are an invaluable marketing tool for your firm. If you are not already using them, then KPC Marketing can help you get started. If you want to supercharge your existing email campaigns, we can help you there, too.

The Power of Law Firm Newsletters

What is the difference between an email and a law firm newsletter? It is true that, in the context of digital marketing, a newsletter is a variation of an email, but it is more than that.

• Email is a general form of communication that can serve various purposes, such as transactional updates, personal messages, or marketing.
• Email marketing is typically a targeted, action-oriented series of messages designed to achieve specific business goals, such as driving sales or generating leads. They usually have clear calls to action.

In comparison, a newsletter is a specific type of email you send regularly to a list of subscribers who have opted in to receive your updates. Newsletters inform, engage, and build long-term relationships with prospects, past clients, and current clients.

Newsletters provide valuable content such as industry news, company updates, or helpful tips, rather than pushing immediate sales.

Newsletters showcase your expertise. By sharing case studies, legal updates, or thought leadership articles in your newsletters, you position your firm as a trusted authority.

Newsletters can provide updates, and they are relationship builders, too. A well-designed newsletter breaks down complex legal topics into easy-to-understand insights. It helps the reader to feel informed and empowered. By sending regular firm newsletters, you encourage your audience to remember you, so when a legal need arises, your firm is the first to come to mind.

Because of these characteristics, newsletter engagement rates are high even compared to email: legal newsletters average a 33% open rate.

Final Thoughts on Law Firm Emails and Newsletters

Given their proven effectiveness as digital marketing tools, you should not leave your firm’s use of them to chance. At KPC Marketing, our JD-trained strategists, licensed attorneys, and legal marketing specialists can help you to create email and newsletter marketing strategies tailored specifically to your firm’s target audience so you can grow and maintain a strong connection with your clients, share valuable content, and encourage actionable outcomes.

Whether you’re sending out a regular newsletter or launching a targeted campaign, we make sure your emails are professionally written, visually appealing, and tailored to your audience.

Ready to build emails and newsletters into your digital marketing strategy? Call us today at (866) 457-2627 or use our online contact form to book a call with one of our law firm marketing specialists.