How to Schedule Email to Get the Best Conversion Rates

A new report released last week by Retention Science, a provider of customer retention solutions, has found that a majority (65%) of email recipients engage with promotional emails in the afternoons and evenings, but marketers continue to schedule promotional emails for morning delivery:

The study, based on an analysis of data from 100 email campaigns, 100 million online transactions and 20 million user profiles, also found that:

  • The two days of the week with the highest conversion rates were Tuesdays (28%) and Fridays (26%).
  • The lowest performing days of the week were on the weekend: Saturday (3%) and Sunday (6%).
  • Promotions tailored to an individual’s preferences performed dramatically better.

Although the study focused on retailers, there is still relevance for attorneys using email marketing to offer free reports and other promotions designed for recipients to take action. If you are not satisfied with your current conversion rate, try using the above guidelines for scheduling your emails and see if it makes a difference.

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FREE REPORT: 8 Reasons Small Firms & Solos Should Publish an E-newsletter PLUS 3 Steps to Get Started

In less than a few hours a month, you can produce an effective electronic newsletter, also known as an “E-newsletter.”

An E-newsletter is a customized electronic newsletter that is commonly used in business, but rarely in the field of law. If you are truly interested in the long-term success and sustainability of your practice, you need to learn how to leverage technology and the Internet to build it.

Here’s what you’ll discover when you read this report:

  • The cost benefits of an e-newsletter
  • How to incorporate your e-newsletter with your social networking
  • How an e-newsletter supports your marketing efforts
  • How to get started right away with your e-newsletter
  • And much, much more!

To get your free report now, click here.

 

How to Create an Email Marketing Program that Delivers Killer Results, Part 1 of 3

Despite all our focus on social media, email marketing still remains the #1 way to reach clients and prospects with a branded message. According to the latest Pew Internet & American Life Project Report, email remains the top use of the Internet across all age groups.

Building a Targeted Mailing List

Developing a robust marketing email list should be at the core of your law firm marketing effort to build credible, long-lasting, relationships with your clients.

Whether you’re in the beginning stages of building your law firm marketing prospect list or the mid-to-late stages in which you’re seeing clients from that list choose you again and again, the key is to build, cultivate and vet the list on an ongoing basis.

Here are some proven ways to build a great law firm marketing list:

Insert a newsletter sign-up form on each page of your website and on your blog, including a brief summary of the benefits of receiving no-cost, ongoing legal information they can use.

When you have a speaking engagement, provide a sign-up sheet for your “complimentary” newsletter. This technique has a very high response rate because the audience is already interested in your area of the law.

Partner with other professionals who serve a client base similar to yours. For example, if your area of practice is estate planning, financial planners or brokerage houses might have a target client similar to yours.  Once you locate these “list partners”, you can insert your offer for a free trial newsletter into their outgoing communications to that client base (and they can do the same with yours).  In that way, you are getting permission from the recipient prior to sending your law firm marketing newsletter – which is much more effective than purchasing a list.

The overall goal of your list is to cultivate relationships that move the prospect to become a client.

The Value of Unsubscribe

The value of “unsubscribe” -- allowing prospects on your law firm marketing distribution list to leave your list at any time and for any reason they like – is that it helps you reach your goal of creating a highly motivated core list of clients and prospects more quickly.

Of course, there are many law firm marketing planners who believe that openly allowing prospects to leave their list only encourages them to do so.

And that may be true.

The question is – why would you want to keep sending free legal information to an individual who doesn’t want it, won’t use it and isn’t interested in your services?

On the other hand, if by allowing those individuals to leave your list, you are actually increasing the health of your list.

You are refining it into a tighter, healthier, more highly focused, highly motivate group of individuals who are interested in what you have to say and the services you have to offer.

So, don’t hide the “unsubscribe” option in fine print at the bottom of your newsletters or bury it in text in your e-mail tips or create a long, convoluted process for them to remove their name.

Display the “unsubscribe” option prominently along with a succinct message that spells out what they will be missing – insightful answers to their most pressing legal questions at no cost.

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New!  FREE Report on Building Relationships With Strategic Referral Sources

Who wouldn’t want a referral driven business?

Your marketing would cost you far less, and the people referred to you would be predisposed to do business with you if you were recommended by someone they trust.

Building relationships with the kind of people most likely to give you referrals is a very powerful tool if you do it the right way.

Referrals are far more likely to retain you than almost any other source of new clients you have.

Here’s what you’ll discover when you read this report:

  • How to identify the referral sources who have relationships with the people you want as clients.
  • How to start the relationship
  • How to build a referral network
  • How to make your referral network successful
  • …And much, much more!

Click on this link now to get your free report on Building Relationships With Strategic Referral Sources.

Latest Info on Email Newsletter Open Rates, Clicks and What Works

According to MailerMailer's Email Marketing Metrics Report, email newsletters with short subject lines – no more than 15 characters – generate the highest open and click-through rates.

Based on an analysis of 1.4 billion emails sent in 2012, the report studied email open rates across 35 different industries, including legal. Here are the findings:

When it comes to click-through rates, the legal industry standard was 1.1%, which is not the lowest median rate across industries, but is in the lower third. The report also found that click rates increase with the number of links in an email:

Scheduling also has an effect on open and click rates. While Tuesdays and Wednesdays yielded the highest open rates, Sundays delivered the highest click rates. When it comes to time of day, the study found that messages delivered between the early evening and early morning had both better open and click rates.

Overall, the report concluded that:

Declining open and click rates may be due in part to the growing use of engagement metrics.

Recipients may check their messages at separate times from when they actually engage with them.

Personalization appears to be experiencing a comeback, perhaps related to the rise of predictive marketing.

Tuesday may be considered the most successful day in terms of overall recipient activity. It boasts the highest open rates and second highest click rates.

Sending more frequently resulted in a lower average bounce per send.

Messages scheduled for delivery between 4pm and 10am produced the best response in terms of highest open and click rates.

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FREE REPORT: 8 Reasons Small Firms & Solos Should Publish an E-newsletter PLUS 3 Steps to Get Started

In less than a few hours a month, you can produce an effective electronic newsletter, also known as an “E-newsletter.”

An E-newsletter is a customized electronic newsletter that is commonly used in business, but rarely in the field of law. If you are truly interested in the long-term success and sustainability of your practice, you need to learn how to leverage technology and the Internet to build it.

Here’s what you’ll discover when you read this report:

  • The cost benefits of an e-newsletter
  • How to incorporate your e-newsletter with your social networking
  • How an e-newsletter supports your marketing efforts
  • How to get started right away with your e-newsletter
  • And much, much more!

To get your free report now, click here.

 

How to Create a Lead-Generating Law Firm Newsletter

There are some e-newsletters I look forward to receiving and some that make me look immediately for the “Unsubscribe” link. So why do some email newsletters fail while others succeed? 

Here are some hallmarks of effective e-newsletters:

Proper list segmentation. The newsletters I like know who I am and they feed me the information I want and need. If you have more than one practice area in your law firm, you simply must segment your list. Don’t send out the same information to every email address you have on file. 

Brevity. Face it, these days, everyone is busy. Respect your reader’s time by keeping your content brief and provide links to more lengthy content on your website (improving your SEO!) if they want to take the time to read more. Don’t clutter your e-newsletter with off-topic information or too many different subjects. And present your information in a way that doesn’t sound too self-promotional. Give information that is valuable to the reader and tell them why what you are writing about matters to them.

Good design. A properly designed e-newsletter draws the reader in. It should be clean, concise, have interesting graphics and images and you should keep the same template from month to month so it is recognizable to your subscribers. 

Strong subject lines. You need strong subject lines that immediately grab your readers’ attention. Do not just toss in “March E-Newsletter from ABC Law Firm”! How boring. Even if you spent the time you should in creating compelling content, a weak subject line will get you bounced to the Junk folder.

Single call-to-action. Don’t ask your subscribers to choose among a list of actions you want them to take – choose one strong call-to-action that is a logical extension of your e-newsletter content. 

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Get More Proven Legal Marketing Strategies FREE from The Rainmaker Institute

One click of your mouse will take you to our website where you can see the current issue and subscribe to our complimentary monthly e-newsletter that will be delivered to your inbox every month. 

Each issue is chock-full of legal marketing information you can put to use right away and share with your staff to maximize the effectiveness of your legal marketing plan. Click here now to subscribe to The Rainmaker Institute Law Firm Marketing Newsletter.

 

Law Firm Marketing: How to Build a Targeted Mailing List

When it comes to reaching out to potential clients on a consistent basis, few law firm marketing tools can match the success rate of e-newsletters.

However, before you can engage prospective clients through e-newsletters, you first have to find them.  Which brings us to one of the foundational tools of law firm marketing: list building.

There are list services where you can purchase names, e-mail addresses and home addresses that match your target demographic.  But I don’t recommend them for law firm marketing for one important reason:  the client’s choice in legal counsel rests so much on trust, my opinion is that contacting potential clients without their permission is suspect. 

However, there are many proven ways to build law firm marketing lists without purchasing names from a service. Below are some of the best:

Insert a newsletter sign-up form on each page of your website and on your blog, including a brief summary of the benefits of receiving no-cost, ongoing legal information they can use.

When you have a speaking engagement, provide a sign-up sheet for your “complimentary” newsletter. This technique has a very high response rate because the audience is already interested in your area of the law.

Partner with other professionals who serve a client base similar to yours. For example, if your area of practice is estate planning, financial planners or brokerage houses might have a target client similar to yours.  Once you locate these “list partners”, you can insert your offer for a free trial newsletter into their outgoing communications to that client base (and they can do the same with yours).  In that way, you are getting permission from the recipient prior to sending your law firm marketing newsletter – which is much more effective than purchasing a list.

In addition to using these proven ways to build your law firm marketing list, be sure to make it visible and easy for recipients of your newsletter to unsubscribe. It does you no good to contact someone regularly that does not want your information -- and making it clear they may cancel at any time sends the message that you care about them and they can trust you.

Adding these list-building tactics to your law firm marketing strategy will help you build a solid, highly responsive list of prospects that have real potential to turn into paying clients.

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FREE REPORT: 8 Reasons Small Firms & Solos Should Publish an E-newsletter PLUS 3 Steps to Get Started

In less than a few hours a month, you can produce an effective electronic newsletter, also known as an “E-newsletter.”

An E-newsletter is a customized electronic newsletter that is commonly used in business, but rarely in the field of law. If you are truly interested in the long-term success and sustainability of your practice, you need to learn how to leverage technology and the Internet to build it.

Here’s what you’ll discover when you read this report:

  • The cost benefits of an e-newsletter
  • How to incorporate your e-newsletter with your social networking
  • How an e-newsletter supports your marketing efforts
  • How to get started right away with your e-newsletter
  • And much, much more!

To get your free report now, click here.

 

Law Firm Marketing: How Free Reports Can Generate Paying Clients

Many attorneys I’ve worked with have heard that free reports are an important component of a law firm marketing strategy.

But most are not sure how or why they are important.

The real value of a free report in law firm Internet marketing is in its role as a quid pro quo.  Potential clients give you some information about themselves in exchange for some valuable legal information on a topic of interest to them.

The information you’re asking for is their contact information. And that is a key first step in beginning a trust-building relationship with them.

But first, you need to make sure your report is worth the valuable information the prospective client has just given you. 

Here are four proven elements of a well-crafted free report:

Addresses issues that people really care about – Remember, clients may not care about legal precedents, but they are very likely to care about how to save money during a divorce.

Uses layman’s language – If they are being completely honest, most people would tell you they prefer reading USA TODAY to the New York Times. While the NYT is a serious paper for serious people, USA today is interesting at the individual level, and it’s written in an easy-to-read format.

Builds credibility for your law firm – Don’t miss this opportunity to share client quotes or real life results you’ve gained for your clients.

Includes a call to action – By the end of the report, the prospective client should be interested enough to take the next step, whether that is going to your website for more information, or signing up for your newsletter.

This kind of free educational information is a great tool to start building relationships with many people who need your help but aren’t ready to walk in your door. It is not enough simply to offer people a free consultation. Almost every lawyer does that. Take it one step further and give them some great information that will help them think through the issues and challenges they are facing.

Once you have created these educational tools, find every way you can to give them away to as many people as possible. 

For an example, see below.

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FREE REPORT: 8 Reasons Small Firms & Solos Should Publish an E-newsletter PLUS 3 Steps to Get Started

In less than a few hours a month, you can produce an effective electronic newsletter, also known as an “E-newsletter.”

An E-newsletter is a customized electronic newsletter that is commonly used in business, but rarely in the field of law. If you are truly interested in the long-term success and sustainability of your practice, you need to learn how to leverage technology and the Internet to build it.

Here’s what you’ll discover when you read this report:

  • The cost benefits of an e-newsletter
  • How to incorporate your e-newsletter with your social networking
  • How an e-newsletter supports your marketing efforts
  • How to get started right away with your e-newsletter
  • And much, much more!

To get your free report now, click here.

 

The Anatomy of an Ezine

Thinking about creating an ezine? You should. And the sooner you do it, the sooner you can build better relationships with your current clients and help invigorate your referral process, for starters.

But if thinking about creating your own ezine has got you thinking about writing the next War and Peace, stop! Ezines are most effective when they are brief.

 

For an effective ezine, all you need is: 

  • No more than 1,000 words, total.
  • Several interesting, timely topics.
  • Killer headlines. 

That’s it. And that’s the anatomy of the ezine.