Law Firm Marketing: How to Increase Your Email Marketing Effectiveness
With all the legal marketing emphasis on social media these days, it sometimes seems as if that very powerful law firm marketing tool – email marketing -- gets left in the dust. That would be a very serious mistake.
The 2011 Marketers’ Benchmark Report by Focus Research showed that email marketing is still the top performing channel:
Earlier this week, Hubspot provided these tips for proven ways to increase your email marketing effectiveness by improving your click-through rates:
Test subject lines – remember the ingredients for effective email subject lines: deliverability, actionability, personalization, clarity, brevity and consistency.
Keep it brief – keep the copy short and extend your offer early.
Make it social – include social sharing buttons that allow readers to pass along your content. Research shows that adding these can increase your click-through rate by 30 percent or more.
Segment your lists – whether it’s by geography, new clients, current clients, prospects or practice area, segment your lists and talk directly to the subjects that interest that segment.
Personalize – not only by name, but also by interest. Make the most relevant offers to those who are most likely to be interested in those specific offers.
Remove distractions – don’t clutter your email newsletter with lots of “fun facts” or other esoterica that distracts from your message.
Strong call-to-action – hit your prospects in the face with a strong call to action in the first part of your email and make it impossible to miss.
Include a P.S. – these are irresistible to most readers, and should be used to reiterate your offer.
Optimize for mobile – research tells us that 70 million Americans access email via their mobile devices every day. Be sure your email messages are optimized for mobile.
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