Email campaigns can be a powerful tool in your estate planning law firm's marketing strategy, or they can be an example of putting a mediocre driver behind the wheel of a Ferrari. Without superior driving skills, the car can’t achieve maximum performance. Want to make your law firm’s email marketing campaigns roar like a champion? Here’s how:
Your own email list is golden. This was true for direct mail and it’s equally true for email campaigns. The people who already know you and have a relationship of some kind with you are more likely to take the time to read your emails, especially if they contain useful and timely information.
Don’t bother using a purchased email list. We can’t tell you how often we get calls from law firms who want to know if we purchase email lists. For IMS, this is an opportunity to educate callers about what works and what doesn’t in estate planning and Elder Law firm marketing. By the time we’re done speaking with them, they are usually talking with us about strategic planning and why they haven’t had success with other marketing endeavors. We are happy to put them on the right path, and if they become a client, so much the better.
You are also an educator. Email campaigns that are effective usually involve educating prospects and clients about estate planning and Elder Law issues. That’s what is expected from a professional. Those that feature news about involvement in community service are also more effective than ones that simply sing their praises.
Email campaigns are like successful networking efforts: the focus is not on you. What do your prospects and clients need to know about estate planning? That’s why they signed up for the email newsletter in the first place, and if they don’t unsubscribe, that’s what keeps them on your list. Focus on the issues that you know repeat on a regular basis and you’ll be answering questions, not selling services.
Obvious to you, not your clients. We just saw a parenting column based on top questions to Google on raising children–one of the top questions is how to burp a baby. How could anyone not know how to do that? If they are new mothers, they don’t. Same goes for people contemplating preparing their wills. They don’t know things that you do without thinking. That’s the topic. Don’t overload emails with complex information unless a)your client base is extremely sophisticated about estate planning topics or b) you are directing your emails to fellow attorneys.
Make it strategic and planned and keep it coming. Whether you pick a day of the week or a day of the month, be consistent. Plan out emails so they make sense over the course of six months or a year. Tie into seasonal themes, focus on important deadlines and make sure that the materials you are sending present a professional, polished estate planning practice.