Open. Click. Engage: Key Tips for
Successful Law Firm Email Marketing
In recent years email marketing has rapidly become the primary weapon in the mid-to-large law firm marketing arsenal. Cost effective and quick to produce, its undoubted power to drive traffic to a law firm’s website has seen its popularity surge.
Hubbard One Managing Account Director, John Simpson, estimates that over 95% of AmLaw 200 law firms have in place some sort of email marketing programme. “Those that don’t would be way behind the times.”
Right now, he says, there is a definite trend towards faster, more ‘rifle-shot’ communications – an environment which has seen email marketing, blogs and web feeds flourish.
But he warns ubiquity can breed contempt and law firms should maintain vigilance when it comes to decisions about the quality and quantity of email communications they produce.
“Before sending an email, the key question each law firm should ask is this: ‘Is my client really going to care about the content of this email?’ If the answer isn’t obvious, then there is a risk that by sending it the channel becomes devalued,” says Simpson.
When compared to traditional print approaches, email marketing makes good financial sense, says Simpson. “In recessionary times it is more important than ever for firms to cost justify their marketing actions, and email marketing can be up to 100 times cheaper to produce than direct mail. This can be both a blessing and a curse. Law firm audiences are demanding more timely communications and more targeted insights, but just because email marketing is relatively cheap to produce, that doesn’t mean it should be used in all circumstances.”
So what are the rules to ensure a firm’s email communications elicit an ‘open, click, engage’ response from its recipients? Download this PDF to learn how your firm can better engage with its audience; make its communications stand out amongst the increasing plethora of email traffic; and garner the all important click-throughs necessary to begin creating a real client relationship.
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About Hubbard One
Hubbard One, a Thomson Reuters business,
provides creative, consulting, technology and implementation services for marketing and business development efforts at leading law firms. For ten years, Hubbard One has delivered innovative marketing technology solutions in the areas of websites, proposal generation, targeted marketing, contact management, experience management and intranets to
global law firms. |
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