What makes one email campaign a soaring success, while the other sinks like a lead balloon? Two things: Content and Call to Action. The content has to be something that hits a nerve to estate planning prospects who are getting your emails. There also has to be an “ask”—a request that the recipient do something. Together, strong content and a persuasive Call to Action (CTA) can ramp up your email marketing campaigns so they deliver.
Let’s start with content. If there’s one thing you know as an estate planning attorney, people love to procrastinate about having their estate plans done. In some strange way, they do believe that not having a will might protect them from the inevitable. Or they’d just rather not think about dying and their own mortality. That’s a BIG obstacle to overcome, but you do it—and we do it too—every day. How?
First, make sure that your content has an element of time. Some of it arises naturally. The end of the year is a busy time for some estate planning practices, especially when big tax law changes are coming in the next calendar year. If many seniors in your community are snow birds and leave town in the winter, encourage them to get their wills up-to-date before they leave town. If you want to move readers to action, you have to create a sense of urgency. You want the recipient to feel like they must respond and they need to come see you to resolve a problem before it is too late.
Once you’ve told them why they need to act, the next step is to tell them what to do.
Any kind of digital communication that does not have a Call to Action, also known as CTA, is like a sales pitch that never asks for the sale. You’d be surprised at how many digital messages we see that never get around to asking us to do anything. For estate planning and Elder Law attorneys, the ask is pretty simple. You want visitors to fill out a contact us form, pick up the phone or send you comments.
An old saying—“Those who don’t ask, don’t get.”
One final point: we train our email recipients how to respond to us, just as we train our employees. If you send out one email a year, don’t expect too much to take place. But if you are sending out a monthly email blast with content that raises relevant issues and you ask your recipients to respond in a timely manner, sooner or later the content of your email is going to be read by someone who is facing the exact issue in your content. And if you ask them, nicely and repeatedly, they will respond!