Are you taking advantage of email marketing? Part 1

Posted by: INSZoom | Date: April 21, 2015

It’s easier than ever for lawyers to market to current and prospective clients through online channels. Although email has been around for a long time now, it’s still one of the most useful online marketing channels and generates high return on investment. Attorneys should take advantage of the email features in their case management software to expand their marketing.

Why email?

Email marketing is not only one of the most cost-effective ways to reach a large audience, but it also gives firms the option to segment their clients into separate lists so each group can be targeted with more specific content. For every $1 marketers spend on email, this tactic generates a $44.25 return on average, according to data from However, law firms need to ensure they create high-quality campaigns that resonate with their prospects and clients.

“For every $1 marketers spend on email, this tactic generates a $44.25 return.”

Most adults have an email account, and mobile devices lead people to check their inboxes even more frequently. How can law firms create messages their clients will read and engage with?

What attorneys must know

Although email is one of the strongest online marketing tools, a great deal goes into creating a compelling campaign. Email marketing has become more sophisticated over time, and law firms need to cater to user preferences or risk being marked as spam. Unlike other online marketing tactics, such as search engine optimization or pay-per-click advertising, lawyers need to already be in contact with clients or prospects to email them.

Email service providers favor user experience over marketing content. If law firms don’t play by their rules, promotional emails will be deleted or marked as spam – or worse, users may unsubscribe from the list. Lawyers need to ask clients to opt in before emailing them promotional content. Attorneys are still allowed to contact clients about the status of their cases through email.

Email is a valuable tool for law firms.

Even though it may seem counterintuitive, it’s important to give people the choice to opt out of future marketing messages. If there isn’t an easy-to-find unsubscribe link or button, clients may mark the message as spam, which can also lead to consumer complaints and fines. Too many spam flags sends a negative signal to email providers, which will prevent future emails from reaching other members of the audience. Include an unsubscribe link in every email. If people ask to be removed, firms should take email addresses off the list within a week.

Gather emails

In addition to making it easy for clients to unsubscribe, there are other best practices law firms should be aware of before launching an email campaign. How can lawyers build a strong email list? Ask people to opt in whenever possible, such as when the firm gets a new client. Provide forms in the client-facing CMS and on the website. Lawyers can also offer a report about a new visa process, which would interest their client base with a download form, The National Law Review suggested.

Send targeted emails

Delivering relevant content is critical for user engagement. However, it may be difficult to connect with a firm’s entire audience with one message. Fortunately, many platforms allow attorneys to create different list segments. On the most basic level, this process enables firms to keep current and prospective clients separate since each group will need different messaging. Segmentation increases return on investment on marketing efforts. Emailing the audience on a regular basis is key for success. A monthly newsletter format works well for law firms.

How INSZoom enables email marketing

With INSZoom, lawyers can use email templates, create lists and post announcements. For example, U.S. Citizenship and Immigration Services recently decided to offer work authorization for H-4 dependents who are the spouses of H-1B workers. Immigration lawyers could send an email blast to their H-1B clients to inform them of this change.

Offering updates is more engaging and provides value, creating an opportunity for a later conversation. INSZoom helps firms segment their lists and send the most relevant content to the right audience, as well as communicate with specific clients about changes in their cases.

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