The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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Email marketing is still the #1 way to get targeted leads and keep in touch with clients; here are six steps to follow to create an effective email marketing campaign for your law firm:

1. Create compelling content. Be sure you have an engaging subject line, one central idea, a clear call to action and that your content is relevant to your audience. 

2. Use the right tools. Sign up with an email service like ConstantContact or iContact or MailChimp, all of which feature easy-to-use templates for creating visually interesting emails. You can also upload and edit mailing lists easily, segment your audience, etc.

3. Test deliverability. You could craft the most compelling email ever, but it won’t matter if it doesn’t reach your audience. Test your email’s compatibility on desktop, mobile and tablet platforms. Be sure it is sent in both HTML and Text formats, and use your email service’s spam analysis tool to ensure it will pass through filters.

4. Audience segmentation. If you have more than one practice area, you obviously need to segment your mailing list and send separate emails to those segments that address their specific needs. You can also segment by geography.

5. Send at the right time. Send emails out at different times and days to see when you get the best open rates. Studies have shown that weekends can be highly effective times to send emails, but every audience is different and you won’t know the habits of yours until you test.

6. Analyze. Every email service has analytics so you can track the number of opens, clicks and bounces each email you send receives. Scour this data to help you determine what works and what doesn’t with your readers.

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