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How to Convert Your Legal Clients with Email Marketing

convert clients w legal email marketing

These days, everyone’s trying to get your attention through email. Whether it’s someone you met at a legal conference asking about connections in your area, your mother emailing you again about the next family vacation, or an e-newsletter from a store you bought an item of clothing from—it can get exhausting to deal with all those messages.

That’s why, when you send emails to your clients, you need to find a way to stand out. Among all those messages that go unread, you want yours to be opened and read. You also want it to be interesting enough for potential clients to remember you—so they’ll email or call you if they’re ever looking for a lawyer. But how do you do all this?

Easy. All you have to do is use the best email marketing strategies, which will get your clients’ attention and convert them into leads. Read on to learn more.

Have a Goal for Your Email Campaign

Like you would with any work initiative, you need to have a goal in mind for your email campaign. This way, your emails will be more focused and interesting to your clients. As a result, your clients will be more likely to open them and actually read them.

Eventually, they’ll see you as an authority in the legal industry. And what lawyer wouldn’t want to be viewed that way?

In the case of your conversion email campaign, your goal would be to convert your potential legal clients into leads. So, how would this work in practice?

First, you would create content that provides leads with information that will help them find solutions to the specific legal problems they’re dealing with. This content would be sent to a specific segment (which we’ll get into in a moment), the audience segment that is looking for solutions.

Then, you would provide them with the opportunity to get in touch with you to learn more about how to get the job done right. You might also provide them with information about your services.

Can you see how focused this is, in terms of content, reach, and ultimate action? This goes to show how effective setting goals before you begin your email campaign can be.

Focus on the Right Audience

As a lawyer, you know how important it is to deal with each different case in its own way. Even when it’s the same legal issue you’re dealing with, circumstances from one case to another can vary wildly, as can the specific legal standing of each client.

For this reason, the last thing you would ever do is apply a blanket way of working on your legal cases.

In the same way, you need to get specific when it comes to creating your email marketing strategy. You can’t just send out a “one email fits all” type email to everyone on your email list. That’s way too broad.

Instead, you have to segment your email list. Create a different buyer persona for each one. Then, determine what goals you have for each segment. This will help you write the right content, using the necessary language and voice—and sending it out at the right time so it gets read.

When it comes to converting your potential legal clients, decide which segment represents this audience. By creating the best content for them and sending it at the right time, they’ll be converted in no time.

Craft an Amazing Subject Line

All this said—if your subject line doesn’t catch your potential client’s attention, they aren’t going to open it. And you know what this means. All the hard work you’ve put into crafting an informative, interesting email?

It goes to waste. The email will stay in the inbox, unread, as other messages quickly fill it up and get your potential client’s attention instead.

Fortunately, you can avoid this problem. All you have to do is craft an amazing subject line. But how do you do it?

Most importantly, you need to be specific about what you’ll be covering in the email. Don’t have a vague subject line; show your clients what value you’ll be giving them in the content of the email itself.

A subject line should also be friendly and written like spoken language. For this reason, informal language and contractions in your subject line can be very effective.

Depending on who your clients are, it might even be appropriate to include emojis or fun punctuation. Just be sure to do a bit of market research before you make daring choices such as these!

Making a Lasting Impression

By using the strategies we’ve covered in this article, you won’t only convert more legal clients and grow your law firm business. You’ll also make a lasting impression, establishing yourself as a legal authority to clients and other legal professionals.

Before you know it, people will be opening your emails the second they see your e-newsletter come through, because they know you’ve got something of value to offer.

What other ways do you reach out to your clients, and which of these strategies have been the most successful? If your law firm needs help with email marketing and lead generation, schedule a consultation with us.

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